Pure Carnival exists to honour the culture through a commitment to carrying its spirit forward with respect.

It is a brand formed by the relationships, the community, and the people who have given this journey meaning. It is built on intention and a desire to contribute something meaningful to mas.

A decision to focus on what feels true.
A step toward alignment, integrity and purpose.

Pure Carnival is rooted in more than three decades of connection to Caribbean culture and Notting Hill Carnival.
This journey began through music in the early 1990s, performing on iconic sound systems and floats during a defining era of Notting Hill Carnival itself.

Those early experiences created a lasting bond with the culture — one that deepened over time and led, in 2012, to curating the first soca events, and by 2014, to producing a first mas section.

In 2015, a partnership with UCOM Carnival began — a collaboration that has now spanned more than a decade, guiding creative direction, community relationships and purpose.

And it is this journey — all of these experiences, influences and connections — that has led to this moment and the creation of Pure Carnival.

Our philosophy is rooted in stewardship.

Carnival is not owned; it is cared for and shaped by many hands across generations.

It is a living legacy carried forward by elders, creators, bands, masqueraders and communities — each adding their own creativity and spirit.

It is emotional work, communal work, cultural work.

Pure Carnival honours that tradition by creating with intention — respecting the culture, acknowledging its lineage and celebrating the creative talent that brings mas to life: designers, makers, photographers, videographers, models, makeup artists, hair stylists and the wider creative community.

Pure Carnival reflects an evolving relationship with carnival — from sound to masquerade, from rhythm to ritual, from participation to purpose.
It is the culmination of years immersed in the culture, defined by connection, honesty and a deep respect for the people and traditions that sustain it.

A space for every body, every story, every background.
A place where people feel seen and welcomed — and where they belong.

Pure Carnival exists for the people who feel carnival in their chest.
The ones who show up with heart, not hype.
The ones who are looking for connection over spectacle — connection to themselves, to the moment and to each other.

Because carnival, at its deepest, is a homecoming.

Above all, Pure Carnival is here to create experiences that feel aligned: grounded, authentic and inclusive.
A space where people feel part of something real.

Where carnival is celebrated at its essence.

No hype
Pure vibes
Pure Carnival

Founded by Chris Valeri