Founded in 2012 initially by Matt, Pure White Lines evolved from a passion for all things antique and unusual and their use in modern homes to create something that no one on the high street was offering. A former economics teacher and rugby coach at St Charles College, London, Matt had learnt the trade from the ground up as a side-line and saw the opportunity for someone to take the best of vintage and antique and make it relevant to the increasingly homogenised modern home and business.