Purely Fashion is Purely Genius July 12, 2013 It all started with a pair of red shoes. What if a business could take a simple pair of mass produced shoes and turn that into knowledge, into a way to track a customer’s desires? These are the questions that Jeremiah Green, CEO and founder of Purely Fashion asked on a shopping trip he took on Michigan Avenue. Jeremiah noticed a huge problem in retail, which is that once a customer leaves a store empty handed, the retailer loses all the data on that person. What if that could be changed? Enter Purely Fashion.