Maria Sass and Sophia Cesaro, both born and raised on the East Coast, have known each other, and have been close friends since high school. Both girls were raised with the mantra of “to whom much is given, much is expected.” Throughout high school, Maria and Sophia were heavily involved in volunteering—everything from soup kitchens on the weekends, to Special Olympics. Ten years later, they found themselves living and working in Southern California, just miles away from one another. Although embracing and loving all that life on the West Coast had to offer, they both had one void missing in their lives: Philanthropy.

While vacationing in Costa Rica in March of 2008, Maria first heard of Pura Vida No Pro; an event in Playa Hermosa where professional and nonprofessional surfers teach orphans living at Casa De Suenos, the oldest orphanage in Costa Rica, the sport of surfing. This unique event is something the orphans greatly look forward to every year. Touched by this, Maria wanted to do something for Pura Vida No Pro, but the question remained as to what could be done. She came back to her hometown of Hermosa Beach, CA, and informed Sophia about PVNP. She too felt the same sentiment. Both having a love for fashion, art, and philanthropy, Pura Vida So Cal was born.

Pura Vida (POO-rah VEE-dah), used by Costa Ricans since 1956, literally translated means "Pure Life." Contextually, it means "Full of Life" "Purified life", "This is living!" "Going great!" It is used as a greeting, a farewell, and to express satisfaction. (Source: Wikipedia).

Through Pura Vida So Cal, we create events and build awareness for our clients, which in return, will assist in providing a "full live" for those who need it most.

1) To raise a sizable donation for charities of choice that work to: i) give financial assistance to a 501 (c)(3) non-profit or generous brand, ii) encourage global philanthropy, and iii) promote cultural sensitivity and communication through charitable and/or advocacy work in our immediate and global community.

2) To advocate social empowerment and global kinship.

3) To offer an ethnically diverse experience as well as an open and safe forum in which to discuss social consciousness.

4) To educate our community towards global awareness, ethnic diversity and kinship.

Pura Vida So Cal serves as a non-profit charity event marketing organization that works to promote the importance of ethnic and cultural diversity and that seeks to provide financial help to various 501 (c)(3) organizations of choice. Pura Vida So Cal understands its role as a fundraiser and assumes this role in this event to help educate the Southern California communities about the values of ethnic diversity and understanding and provide options on how they too can further the progress towards a culturally diverse and tolerant global community.

NOTE: While Pura Vida So Cal is affiliated with other organizations and respects their causes, Pura Vida So Cal maintains a separate identity and purpose. Whatever views expressed by any of these affiliated organizations may not be the views held by any of the representatives of Pura Vida So Cal, including the models, core members, contributing designers, and/or any other individuals associated with Pura Vida So Cal.