Urša Satler

Urša Satler is the founder of Purefect Choice, an online non-toxic goods shop in Slovenia. She stocks what she and her family actually need and use themselves, chosen on material composition and certification.

She started MaterialFilter for a plainly selfish reason: she was tired of checking labels in shops one garment at a time, and tired of hunting for fibre content buried five clicks deep on a product page — usually to discover that a beautiful dress was mostly polyester. MaterialFilter does that checking once, up front, so the composition is the first thing you see instead of the last thing you find.

She sets the standard this site scores against and owns its editorial direction. What she brings to it is the habit of reading a composition label before anything else — daily, for her own family and the shop she runs — and one rule that keeps that habit honest: every claim on MaterialFilter is meant to be checkable against a certification body's own public register, so you never have to take her word for it.