The brand Pura Lopez was originally founded in 1956 by Antonio López Moréno. The company is located in the midst of the shoe industry in Alicante, in the Southeast corner of Spain. Its heritage dates back to 1956, to the roots of the Spanish footwear industry, when Antonio López Moréno founded the original company. Near the end of the 80s his daughter and designer Pura Lopez joined the family business and launched a collection carrying her name. The second family generation is now running the company with Pura Lopez as Creative Director and Antonio López Segarra as CEO.

The brand "PURA LÓPEZ" is named after her designer. Pura López was born and raised with shoes. She has been involved in the world of shoes for a long time which has provided her with extensive knowledge of techniques. Once she had completed her studies she joined the family business and started the brand. Her perfectionism and demanding personality at work has made of herself a recognizable contributor to the Spanish fashion industry.