Pure Essence

The daughter of Italian working-class immigrants, Antonietta grew up in a modest home in Montreal. As early as age 7, fashion became her passion. She was designing & making her own clothes with the help of her mother, a seamstress by trade.

With the reassurances of her family, and of several of her trusted contacts, she decided to take the plunge and open her own business in 2014. By October, Antonietta with the help of her husband Manu, opened Urbanology and never looked back. Today, Antonietta keeps following her passion and searches for the best ways to serve her customers and ultimately consumers by offering the best products possible.

  • Effy Capri

    Effy Capri

    Effy Capri

    Pure Essence
    $90.00 CAD
    $90.00 CAD
  • Ellis Dress

    Ellis Dress

    Ellis Dress

    Pure Essence
    $118.00 CAD
    $118.00 CAD
  • Ernesto Top

    Ernesto Top

    Ernesto Top

    Pure Essence
    $78.00 CAD
    $78.00 CAD
  • Echo Dress

    Echo Dress

    Echo Dress

    Pure Essence
    $90.00 CAD
    $90.00 CAD
  • Elora Dress

    Elora Dress

    Elora Dress

    Pure Essence
    $118.00 CAD
    $118.00 CAD
  • Emrys Top

    Emrys Top

    Emrys Top

    Pure Essence
    $84.00 CAD
    $84.00 CAD
  • Elio Dress

    Elio Dress

    Elio Dress

    Pure Essence
    $114.00 CAD
    $114.00 CAD
  • Ezra Top

    Ezra Top

    Ezra Top

    Pure Essence
    $99.00 CAD
    $99.00 CAD
  • Ember Cardigan

    Ember Cardigan

    Ember Cardigan

    Pure Essence
    $90.00 CAD
    $90.00 CAD
  • Allana is wearing the Emmett Capris by Pure Essence in Black, pull-on pants with an elastic waist and a drawstring and tie detail at the back of the ankle. She is wearing them with Pure's Evie Tee in Tulip Pink and is standing in front of a coral wall.

    Emmett Capri

    Emmett Capri

    Pure Essence
    $85.00 CAD
    $85.00 CAD
  • Bridget is wearing the Elliott Dress by Pure Essence in Multicolour geometric print, a long sleeved shirt dress with a button front, blouse collar, tie-belt at the waist, and full maxi skirt. She is standing in front of a coral wall.

    Elliott Dress

    Elliott Dress

    Pure Essence
    $155.00 CAD
    $155.00 CAD
  • Allana is wearing the Everly Top by Pure Essence in a Multicolour geometric print, with a blouse collar, button front, short sleeves, blousy fit, and drawstring at the waist. She is wearing it with black pants and standing in front of a coral wall.

    Everly Top

    Everly Top

    Pure Essence
    $98.00 CAD
    $98.00 CAD
  • Christina is wearing the Evie Tee by Pure Essence in Cobalt, with a round neck, short sleeves, and rounded hem, with black pants. She is standing in front of a coral wall.

    Evie Tee

    Evie Tee

    Pure Essence
    $60.00 CAD
    $60.00 CAD
  • Christina is wearing the Emilia Tunic by Pure Essence in Ink, a pinstripe top with a round neck, elbow length sleeves, and a tie detail at the waist. She is wearing it with the matching Eloise Pants and is standing in front of a coral wall.

    Emilia Tunic

    Emilia Tunic

    Pure Essence
    $70.00 CAD
    $70.00 CAD
  • Christina is wearing the Enola Top by Pure Essence in Ink pinstripe, a short sleeved collared shirt with a button front and a drawstring hem. She is wearing it with the matching Eloise Pants and standing in front of a coral wall.

    Enola Shirt

    Enola Shirt

    Pure Essence
    $98.00 CAD
    $98.00 CAD
  • Allana is wearing the Everett Dress by Pure Essence in Black/Red abstract print, a long dress with short ruffled sleeves, a scoop neck, gathered empire waist, and a tiered skirt. She is standing in front of a coral wall.

    Everett Dress

    Everett Dress

    Pure Essence
    $140.00 CAD
    $140.00 CAD
  • Christina is wearing the Emerson Top by Pure Essence, a button front shirt with a collar, 3/4 sleeves with a button and tab detail, and Black fabric with white specks. She is wearing it with the Siena Pants by MAS and standing in front of a coral wall.

    Emerson Top

    Emerson Top

    Pure Essence
    $105.00 CAD
    $105.00 CAD
  • Christina is wearing the Edna Top by Pure Essence in a Magenta geometric print, with a classic collar, button front, and 3/4 sleeves with a tab and button detail. She is wearing it with the Siena Pants by MAS in Black and is standing in front of a coral wall.

    Edna Shirt

    Edna Shirt

    Pure Essence
    $115.00 CAD
    $115.00 CAD
  • Christina is wearing the Elaine Top by Pure Essence in a foliage print on Navy, with a classic collar, a button front, long sleeves, and a hi-low hemline. She is wearing it with black pants and standing in front of a coral wall.

    Elaine Shirt

    Elaine Shirt

    Pure Essence
    $105.00 CAD
    $105.00 CAD
  • Allana is wearing the Evon Cami by Pure Essence in Ocean Blue print, with wide straps, a scoop neck, and a rounded hem. She is wearing it with Emmett Capris in Black and is standing in front of a coral wall.

    Evon Cami

    Evon Cami

    Pure Essence
    $50.00 CAD
    $50.00 CAD
  • Christina is weaing the Elka Top by Pure Essence in an Indigo on white circle pattern, a button-front shirt with a classic collar and 3/4 sleeves that gather with a button and tab. She is wearing it with the Eloise Pants in Ink pinstripe and is standing in front of a coral wall.

    Elka Top

    Elka Top

    Pure Essence
    $115.00 CAD
    $115.00 CAD
  • Allana is wearing the Eta Dress by Pure Essence in Navy/Citrus, a midi-length dress with a slight V-neck, short sleeves, and a rounded hem that's a bit shorter at the sides. She is standing in front of a coral wall.

    Eta Dress

    Eta Dress

    Pure Essence
    $88.00 CAD
    $88.00 CAD
  • Daphne is wearing the Ebony Tunic by Pure Essence, a sleeveless tunic with a cowl neck and angled hem in a white and Indigo print. She is wearing it with black pants and standing in front of a coral wall.

    Ebony Tunic

    Ebony Tunic

    Pure Essence
    $79.00 CAD
    $79.00 CAD
  • Christina is wearing the Ellen Tunic by Pure Essence in Blue/Cilantro, a short-sleeved top with a round neck and a tie detail at the waist. She is wearing it with the Eloise Pants in Ink pinstripe and is standing in front of a coral background.

    Eloise Pant

    Eloise Pant

    Pure Essence
    $78.00 CAD
    $78.00 CAD