REAL SPILL

“PURE” was established in 2007 and hit the ground runnin’ the streets of Sacramento. Promotion and networking behemoths lead to PURE being a staple in the nightlife, promotions, photography, and digital media segment. Our lifetime infatuation with our 4-wheeled counterparts then led us to culminate a branch tailored for modified automobiles. In 2012 we added “PURE VIP” to represent our passion and homage for building VIP-styled autos. PURE VIP has since grown from Northern California to Southern California, Hawaii, Japan, Texas, and Colorado. A worldwide pandemic hit in 2020 and who knew it would force us to realize that nature is a thing. “PURE 4x4” was born that same year and has already taken Northern and Southern California, Las Vegas, and Hawaii by storm.

Through the years, PURE, has proven to be a surreal vessel for us to reach new heights, to meet people from all walks of life, and to continue to aspire to inspire.

Where will we be next? Canada? Abu Dhabi? Who knows. Life is a movie and we only wish you can join in or sit back and enjoy the show.

Our Vision

To create the world’s most trusted online marketplace for overlanding gear, premium vehicle upgrades, and trail-ready essentials—everything you need to explore without limits. We only sell products that we trust and use on trail. Our installation shop is located in Roseville, California and provides service work, performance upgrades, and dialing in your rig to get you touching grass.

Our Mission

At Pure 4x4 Outfitters, we help you squeeze every drop out of the journey. Built on grit, risk-taking, and listening to the community, we innovate relentlessly so your rig—and your adventures—are always ready for what’s next.

Our Goal

We curate, source, and install gear that elevates the overland lifestyle: upgrades that protect what matters, enhance life on the move, and turn everyday drives into unforgettable expeditions. From weekend getaways to cross-country treks, we’ve got what it takes to keep you rolling, roaming, and thriving.