pureDKNY

pureDKNY

The pureDKNY sustainability story unfolds with the classic Turkish rose.

The rich soil, rain and sunshine of the Isparta valley give way to the perfect rose. It is in this place that the story of pureDKNY a drop of rose is born. Here is the next chapter…

As with its predecessors, a drop of vanilla and a drop of verbena, a drop of rose evolved in a non-traditional way; in this story, the ingredient comes first.

pureDKNY rose begins in Turkey's Isparta valley in the Anatolian flower fields, where the delicate pink blossoms of rose damascene variety are harvested early each summer. It follows a generations-old process that's virtually unaffected by modern technology;
The harvest season takes place each year in June, and each flower is hand-picked, one by one in the cool, pre-dawn hours.
By season's end, 2500 tonnes of petals have been bagged, weighed, and transported by truck to the distillery where they are gently rolled and process through 26 stills.
The end product is essential oil of rose, a potent raw material that's later incorporated into the fragrance.

The resulting fragrance is rose in it simplest incarnation, straightforward but soft, uncluttered, and a very true representation of a garden rose with none of the heaviness of an old-fashioned floral.

The sustainability story of pureDKNY
The story continues with fragrance packaging, as well; each package includes:
100% recyclable glass and aluminium components
A bio-degradable carton made in facilities powdered by renewable energy using materials sourced in managed forests
Outer-cartons are printed with low-VOC inks, and the outer wrap is NatureFlex, made from cellulose (not petrochemicals).

A Partnership with CARE

pureDKNY will continue its partnership with CARE - a leading humanitarian organisation to help life women out of global poverty. In honour of the launch of pureDKNY rose, DKNY will make a donation to support CARE, providing resources to help even more women escape poverty. The pureDKNY and CARE partnership began in 2010 with the launch of pureDKNY vanilla.

Together they have helped educate Ugandan vanilla farmers through Village Savings and Loan Associations (VSLA), CARE's savings-led microfinance program, CARE's experience has shown that when people in the world's poorest communicates have access to basic financial services – including secure savings, credit, insurance and other products – they can help lift themselves out of poverty.

More than a fragrance, through DKNYs partnership with CARE, pureDKNY is helping to make an impact on improving the financial future for women, one drop at a time. By purchasing its rose from local farmers in Turkey, pureDKNY has taken a step to help secure long-term production of rose production in Isparta.

pureDKNY is available from Myer, David Jones and selected pharmacies nationally
Stockist: 1800 061 326