Pura Vida is founded in Costa Rica,our passion is Water and Water related sports. Pura Vida literally means Pure Life in Spanish. It’s also sort of the national slogan in Costa Rica. Until you’ve experienced Latin America for yourself it’s very difficult to understand the concept of pura vida. The culture of Latin America is similar to that of the US and europe yet vastly different at the same time. The people there seem to have been born with an understanding of the concept of one day at a time. Every time I return from anywhere in Latin America I feel totally at peace with the world and have a feeling of serenity about my lot in life. Read more