{"transactions":[{"id":3024403,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":false,"officer":false,"ten_percent_owner":false,"other":true,"other_text":"Former 10% Owner"}}],"security":"Class A Common Stock","published_at":"2020-09-22T20:19:45.000Z","date":"2020-09-14","kind":"sale","acquired":false,"shares":13600000,"price":18.5,"value":251600000.0,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On September 14, 2020 in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 13,600,000 shares of Class A Common Stock for a price per share of $18.50. Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F1","text":"On September 14, 2020 in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 13,600,000 shares of Class A Common Stock for a price per share of $18.50. Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F2","text":"As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F1","text":"On September 14, 2020 in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 13,600,000 shares of Class A Common Stock for a price per share of $18.50. Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F2","text":"As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":0,"source":{"system":"sec-edgar","filing":"0001213900-20-027026","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390020027026/ownership.xml","form_type":"4"}},{"id":3048358,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class B Common Stock","published_at":"2020-08-24T20:02:48.000Z","date":"2020-08-20","kind":"exercise","acquired":false,"shares":16750450,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"kind","element":"transactionCoding","label":"F1","text":"On August 20, 2020, InnoHold, LLC (\"InnoHold\"), converted 16,750,450 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 16,750,450 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"price","element":"transactionPricePerShare","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F4","text":"Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":0,"derivative":{"underlying":"Class A Common Stock","underlying_shares":16750450},"source":{"system":"sec-edgar","filing":"0001213900-20-023460","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390020023460/ownership.xml","form_type":"4"}},{"id":3048357,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class A Common Stock","published_at":"2020-08-24T20:02:48.000Z","date":"2020-08-20","kind":"sale","acquired":false,"shares":3150450,"price":20.2,"value":63639090.0,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On August 20, 2020, in a block trade, InnoHold sold 3,150,450 shares of Class A Common Stock for a price per share of $20.20."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F2","text":"On August 20, 2020, in a block trade, InnoHold sold 3,150,450 shares of Class A Common Stock for a price per share of $20.20."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F4","text":"Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F6","text":"Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. 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Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F6","text":"Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":0,"source":{"system":"sec-edgar","filing":"0001213900-20-015580","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390020015580/ownership.xml","form_type":"4"}},{"id":3101493,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2020-06-23T20:12:06.000Z","date":"2020-05-19","kind":"exercise","acquired":true,"shares":10789372,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On May 19, 2020, InnoHold, LLC (\"InnoHold\"), converted 10,789,372 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 10,789,372 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F6","text":"Includes shares of Class B Common Stock held directly by InnoHold. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":10789372,"source":{"system":"sec-edgar","filing":"0001213900-20-015580","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390020015580/ownership.xml","form_type":"4"}},{"id":3307251,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"CO-DIRECTOR OF R&D"}}],"security":"CLASS B COMMON STOCK","published_at":"2020-01-17T21:01:24.000Z","date":"2019-12-31","kind":"gift","acquired":false,"shares":900474,"price":0,"value":0.0,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's Current Report on Form 8-K filed February 8, 2018, as amended."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F2","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":29158227,"derivative":{"underlying":"CLASS A COMMON STOCK","underlying_shares":900474},"source":{"system":"sec-edgar","filing":"0001213900-20-001272","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390020001272/ownership.xml","form_type":"5"}},{"id":3334940,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-12-19T21:02:25.000Z","date":"2019-12-17","kind":"exercise","acquired":false,"shares":1500000,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"kind","element":"transactionCoding","label":"F1","text":"On December 17, 2019, InnoHold, LLC (\"InnoHold\"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On December 17, 2019, InnoHold, LLC (\"InnoHold\"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F4","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":30058701,"derivative":{"underlying":"Class A Common Stock","underlying_shares":1500000},"source":{"system":"sec-edgar","filing":"0001213900-19-026565","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019026565/ownership.xml","form_type":"4"}},{"id":3334939,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2019-12-19T21:02:25.000Z","date":"2019-12-17","kind":"sale","acquired":false,"shares":1500000,"price":7,"value":10500000.0,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On December 17, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,500,000 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F1","text":"On December 17, 2019, InnoHold, LLC (\"InnoHold\"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F2","text":"On December 17, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 1,500,000 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees."}],"balance_after":0,"source":{"system":"sec-edgar","filing":"0001213900-19-026565","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019026565/ownership.xml","form_type":"4"}},{"id":3334938,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2019-12-19T21:02:25.000Z","date":"2019-12-17","kind":"exercise","acquired":true,"shares":1500000,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On December 17, 2019, InnoHold, LLC (\"InnoHold\"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F1","text":"On December 17, 2019, InnoHold, LLC (\"InnoHold\"), converted 1,500,000 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,500,000 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":1500000,"source":{"system":"sec-edgar","filing":"0001213900-19-026565","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019026565/ownership.xml","form_type":"4"}},{"id":3362589,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-11-21T19:56:15.000Z","date":"2019-11-19","kind":"exercise","acquired":false,"shares":7552136,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F5","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"kind","element":"transactionCoding","label":"F3","text":"On November 19, 2019, InnoHold, LLC (\"InnoHold\"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"price","element":"transactionPricePerShare","label":"F3","text":"On November 19, 2019, InnoHold, LLC (\"InnoHold\"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F5","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F5","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F6","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":31558701,"derivative":{"underlying":"Class A Common Stock","underlying_shares":7552136},"source":{"system":"sec-edgar","filing":"0001213900-19-024305","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":6,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024305/ownership.xml","form_type":"4"}},{"id":3362588,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-11-21T19:56:15.000Z","date":"2019-11-19","kind":"exercise","acquired":false,"shares":1223932,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F5","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On November 19, 2019, Mr. Pearce converted 1,223,932 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,223,932 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F5","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F5","text":"The shares of Class B Common Stock are convertible at any time (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."}],"balance_after":0,"derivative":{"underlying":"Class A Common Stock","underlying_shares":1223932},"source":{"system":"sec-edgar","filing":"0001213900-19-024305","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":5,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024305/ownership.xml","form_type":"4"}},{"id":3362587,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2019-11-21T19:56:15.000Z","date":"2019-11-19","kind":"sale","acquired":false,"shares":7552136,"price":7,"value":52864952.0,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F4","text":"On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F6","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F4","text":"On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, InnoHold sold an aggregate amount of 7,552,136 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees."}],"balance_after":0,"source":{"system":"sec-edgar","filing":"0001213900-19-024305","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":4,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024305/ownership.xml","form_type":"4"}},{"id":3362586,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2019-11-21T19:56:15.000Z","date":"2019-11-19","kind":"exercise","acquired":true,"shares":7552136,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F3","text":"On November 19, 2019, InnoHold, LLC (\"InnoHold\"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F3","text":"On November 19, 2019, InnoHold, LLC (\"InnoHold\"), converted 7,552,136 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 7,552,136 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended. As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":7552136,"source":{"system":"sec-edgar","filing":"0001213900-19-024305","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024305/ownership.xml","form_type":"4"}},{"id":3362585,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2019-11-21T19:56:15.000Z","date":"2019-11-19","kind":"sale","acquired":false,"shares":1223932,"price":7,"value":8567524.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On November 19, 2019, in an underwritten offering of the Issuer's Class A Common Stock by certain selling stockholders, Mr. Pearce sold an aggregate amount of 1,223,932 shares of Class A Common Stock for a price per share of $7.00. Such price per share does not reflect underwriter discounts or fees."}],"balance_after":0,"source":{"system":"sec-edgar","filing":"0001213900-19-024305","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024305/ownership.xml","form_type":"4"}},{"id":3362584,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class A Common Stock","published_at":"2019-11-21T19:56:15.000Z","date":"2019-11-19","kind":"exercise","acquired":true,"shares":1223932,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On November 19, 2019, Mr. Pearce converted 1,223,932 shares of Class B Common Stock (together with a corresponding number of Class B Units of Purple Innovation LLC) for 1,223,932 shares of Class A Common Stock, in the manner described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended."}],"balance_after":1223932,"source":{"system":"sec-edgar","filing":"0001213900-19-024305","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024305/ownership.xml","form_type":"4"}},{"id":3437183,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-08-15T20:07:23.000Z","date":"2019-08-13","kind":"other","acquired":false,"shares":609581,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"kind","element":"transactionCoding","label":"F2","text":"On August 13, 2019, InnoHold, LLC (\"InnoHold\") distributed pro rata a total of 609,581shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together \"Paired Securities\") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F3","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":39110837,"derivative":{"underlying":"Class A Common Stock","underlying_shares":609581},"source":{"system":"sec-edgar","filing":"0001213900-19-016062","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019016062/ownership.xml","form_type":"4"}},{"id":3451756,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-07-31T20:07:23.000Z","date":"2019-07-29","kind":"other","acquired":false,"shares":208662,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"kind","element":"transactionCoding","label":"F2","text":"On July 29, 2019, InnoHold, LLC (\"InnoHold\") distributed pro rata a total of 208,662 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together \"Paired Securities\") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F3","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":39720418,"derivative":{"underlying":"Class A Common Stock","underlying_shares":208662},"source":{"system":"sec-edgar","filing":"0001213900-19-014164","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019014164/ownership.xml","form_type":"4"}},{"id":3465655,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-07-08T22:31:25.000Z","date":"2019-06-25","kind":"other","acquired":false,"shares":15589,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"kind","element":"transactionCoding","label":"F2","text":"On June 25, 2019, InnoHold, LLC (\"InnoHold\") distributed pro rata a total of 15,589 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together \"Paired Securities\") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities. Also on June 25, 2019, InnoHold distributed an additional 1,678,785 Paired Securities to holders of Class B Units in InnoHold; however, Mr. Pearce held no pecuniary interest in such additional distributed Paired Securities and, therefore, such additional distribution is not reportable by Mr. Pearce."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"balance_after","element":"sharesOwnedFollowingTransaction","label":"F4","text":"The original Form 4 filed on June 27, 2019 is amended by this Form 4 Amendment to correct a rounding error to the number of Paired Securities distributed to holders of Class B Units in InnoHold."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F3","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":39929080,"derivative":{"underlying":"Class A Common Stock","underlying_shares":15589},"source":{"system":"sec-edgar","filing":"0001213900-19-012248","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019012248/ownership.xml","form_type":"4/A","original_submission_date":"2019-06-27"}},{"id":3476646,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2019-06-28T01:21:57.000Z","date":"2019-06-25","kind":"other","acquired":false,"shares":15589,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"kind","element":"transactionCoding","label":"F2","text":"On June 25, 2019, InnoHold, LLC (\"InnoHold\") distributed pro rata a total of 15,589 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC (together \"Paired Securities\") to holders of Class B Units in InnoHold. Mr. Pearce may be deemed to have held a pecuniary interest in such distributed Paired Securities. Also on June 25, 2019, InnoHold distributed an additional 1,678,778 Paired Securities to holders of Class B Units in InnoHold; however, Mr. Pearce held no pecuniary interest in such additional distributed Paired Securities and, therefore, such additional distribution is not reportable by Mr. Pearce."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F3","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce or any other individuals."}],"balance_after":39929087,"derivative":{"underlying":"Class A Common Stock","underlying_shares":15589},"source":{"system":"sec-edgar","filing":"0001213900-19-011709","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019011709/ownership.xml","form_type":"4"}},{"id":3715715,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2018-12-31T23:40:48.000Z","date":"2018-12-27","kind":"other","acquired":true,"shares":1223932,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"kind","element":"transactionCoding","label":"F2","text":"On December 27, 2018, InnoHold, LLC (\"InnoHold\") distributed a total of 2,447,864 shares of Class B Common Stock of Purple Innovation, Inc. directly to two of its members, Terry V. Pearce and Tony M. Pearce, including 1,223,932 shares of Class B Common Stock that were distributed directly to each of Terry V. Pearce and Tony M. Pearce."},{"field":"shares","element":"transactionShares","label":"F4","text":"The 1,223,932 shares of Class B Common Stock shown as acquired by Mr. Pearce are the result of the distribution of shares previously reported as beneficially owned indirectly by Mr. Pearce through InnoHold, LLC."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."}],"balance_after":1223932,"derivative":{"underlying":"Class A Common Stock","underlying_shares":1223932},"source":{"system":"sec-edgar","filing":"0001213900-18-018087","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390018018087/ownership.xml","form_type":"4"}},{"id":3715714,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":134462,"kind":"person","name":"Pearce Tony Marion","position":1,"cik":"0001731174","reported_name":"Pearce Tony Marion","relationship":{"director":true,"officer":true,"ten_percent_owner":true,"other":false,"officer_title":"Co-Director of R&D"}}],"security":"Class B Common Stock","published_at":"2018-12-31T23:40:48.000Z","date":"2018-12-27","kind":"other","acquired":false,"shares":2447864,"ownership":{"direct":false,"nature":"By InnoHold, LLC"},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"kind","element":"transactionCoding","label":"F2","text":"On December 27, 2018, InnoHold, LLC (\"InnoHold\") distributed a total of 2,447,864 shares of Class B Common Stock of Purple Innovation, Inc. directly to two of its members, Terry V. Pearce and Tony M. Pearce, including 1,223,932 shares of Class B Common Stock that were distributed directly to each of Terry V. Pearce and Tony M. Pearce."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F1","text":"The shares of Class B Common Stock are convertible (together with a corresponding number of Class B Units of Purple Innovation LLC) for shares of the Issuer's Class A Common Stock, par value $0.0001 per share, as described under the heading \"Exchange Agreement\" in the Issuer's current report on Form 8-K filed February 8, 2018, as amended, and have no expiration date."},{"field":"ownership.nature","element":"natureOfOwnership","label":"F3","text":"Includes shares of Class B Common Stock held directly by InnoHold, LLC (\"InnoHold\"). As one of the two managers of InnoHold, Mr. Pearce has voting and investment control over and may be considered the beneficial owner of all stock owned by InnoHold. Mr. Pearce disclaims beneficial ownership of such securities, and this report shall not be deemed an admission that Mr. Pearce is the beneficial owner of the securities for purposes of Section 16 or for any other purpose, except to the extent of his pecuniary interest therein, if any. Mr. Pearce is not deemed to beneficially own the shares held directly by Terry V. Pearce."}],"balance_after":41623454,"derivative":{"underlying":"Class A Common Stock","underlying_shares":2447864},"source":{"system":"sec-edgar","filing":"0001213900-18-018087","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390018018087/ownership.xml","form_type":"4"}}]}