「纯粹剧场」 Pure Theatre
Short documentary films made by the CLEANFLOW design team, catching the studio behind the brand as it really is — wry, honest, and at war with the mediocre.
01Our story
A quiet flow.A world of your own.
Founded in Wuhan, 2015
CLEANFLOW · A PURE STATE OF FLOW
Founded in Wuhan in 2015, CLEANFLOW takes its name from the idea of a pure, uninterrupted flow.
Rooted in natural materials from China — including silk, cashmere, hemp, ramie and gambiered silk — CLEANFLOW creates considered pieces intended to be lived in over time. For independent minds seeking the freedom to be themselves, clothing offers a sanctuary for body and mind, and a personal sense of ease.
Through simple, fluid design, naturally comfortable materials and meticulous craftsmanship, CLEANFLOW explores the renewal of Eastern aesthetics in a contemporary context. Within the refinement of everyday dressing lies the possibility of an inner world of one’s own.
01Simple, fluid design
02Naturally comfortable materials
03Meticulous craftsmanship
02AT THE CORE
A pure state of flow: a river of life that follows its own nature, stays true to itself, and runs free.
Honest · Pared back · Free · Unforced
Four answers to “a pure state of flow”
- 01Honest
- Truthful with yourself, faithful to your own mindthe ground beneath a life
- 02Pared back
- Taking away, leaving spacethe beauty of a life
- 03Free, on your own terms
- Unbound by gender, age, the judgement of others or the roles you are giventhe scope of a life
- 04Unforced
- The gentle rowing of “row your boat” — going with the current, and singingthe wisdom of a life
03BRAND FACTS
- Name
- CLEANFLOW / 纯粹之流 — founded 2015, originally 清洗流 in Chinese
- Origin
- Wuhan, China
- Founder
- Chen Wenxi — a fabric obsessive, devoted to natural materials
- Materials
- Silk, gambiered silk, cashmere, worsted wool, hemp, ramie, linen and cotton
- How we make
- Design that begins with the fabric; small, named-maker production runs; exacting standards
- Aesthetic
- The renewal of Eastern aesthetics in a contemporary context
- Long-term thinking
- Feminism
- Reconstructing Eastern aesthetics
05GARMENT CARE
The philosophy of water.
Looking further, to the whole life of a garment, we set up a separate care line — understanding materials from the perspective of washing them, and finding a quiet order in clothes that are naturally clean. Water is the guide: pared-back ingredients, returned to what washing is really for.
Still waters run deep — from fabric specialists to a spa for clothes
A decade spent developing refined natural fabrics and finished garments, from treating cloth to removing stains. In time, the factory became a laundry laboratory.
Water as the source, restoring the natural hand of a fabric
Everyday water is often hard, and mineral deposits leave textiles stiff. An anti-redeposition agent, together with modified silicone, leaves washed garments soft and full.
Pure ingredients, back to what washing is
A high-purity, mildly acidic system built on non-ionic surfactants, suited to hard water. Preserved with sodium benzoate; no optical brighteners, bleach or mineral oil.
A clear liquid that leaves no trace
No thickeners, so the liquid stays clear and transparent; its fluidity leaves less residue in the cloth.
Water benefits all things — living well with the environment
A phosphate-free formula whose substitutes biodegrade more readily. Packaging is kept simple, in recyclable PET.
An Eastern smoked-wood accord
Top: agarwood, Brazilian rosewood, cardamom. Heart: sandalwood, vanilla, Sichuan pepper. Base: vetiver, tonka bean, amber.
A minimal bottle, at home in a quiet room
The Eastern art of empty space, refined into form — cleanliness that settles quietly into a room.
A pump for precise dosing
One pump per garment: accurate, nothing wasted, and a bottle that stays clean to the touch.
06CHANNELS & CONTENT
「流动的生活」 Flowing Life
Beginning with “A day in the founder’s life”, the column joins peers and kindred spirits to look at dressing, homes and everyday pursuits through an unhurried lens — records of lives lived on their own terms, for anyone moving forward honestly and as themselves.
