{"transactions":[{"id":3027625,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":false,"other":true,"other_text":"Former 10% Owner"}}],"security":"Class A Common Stock","published_at":"2020-09-17T10:06:08.000Z","date":"2020-09-14","kind":"sale","acquired":false,"shares":13600000,"price":18.5,"value":251600000.0,"ownership":{"direct":true},"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. 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LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class A Common Stock","published_at":"2019-11-21T19:52:53.000Z","date":"2019-11-19","kind":"sale","acquired":false,"shares":7552136,"price":7,"value":52864952.0,"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, 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":"0001213900-19-024301","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024301/ownership.xml","form_type":"4"}},{"id":3362581,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class A Common Stock","published_at":"2019-11-21T19:52:53.000Z","date":"2019-11-19","kind":"exercise","acquired":true,"shares":7552136,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","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."}],"balance_after":7552136,"source":{"system":"sec-edgar","filing":"0001213900-19-024301","document":"ownership.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019024301/ownership.xml","form_type":"4"}},{"id":3437182,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class B Common Stock","published_at":"2019-08-15T20:04:42.000Z","date":"2019-08-13","kind":"other","acquired":false,"shares":609581,"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 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 to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units."},{"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":39110837,"derivative":{"underlying":"Class A Common Stock","underlying_shares":609581},"source":{"system":"sec-edgar","filing":"0001213900-19-016055","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019016055/ownership.xml","form_type":"4"}},{"id":3451706,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class B Common Stock","published_at":"2019-07-31T20:03:42.000Z","date":"2019-07-29","kind":"other","acquired":false,"shares":208662,"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 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 to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units."},{"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":39720418,"derivative":{"underlying":"Class A Common Stock","underlying_shares":208662},"source":{"system":"sec-edgar","filing":"0001213900-19-014156","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019014156/ownership.xml","form_type":"4"}},{"id":3465654,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class B Common Stock","published_at":"2019-07-08T22:29:22.000Z","date":"2019-06-25","kind":"other","acquired":false,"shares":1694374,"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 June 25, 2019, InnoHold, LLC (\"InnoHold\") distributed pro rata a total of 1,694,374 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units."},{"field":"shares","element":"transactionShares","label":"F3","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 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC distributed to holders of Class B Units in InnoHold."},{"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":"derivative.underlying_shares","element":"underlyingSecurityShares","label":"F3","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 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC distributed to holders of Class B Units in InnoHold."},{"field":"balance_after","element":"sharesOwnedFollowingTransaction","label":"F3","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 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC distributed to holders of Class B Units in InnoHold."}],"balance_after":39929080,"derivative":{"underlying":"Class A Common Stock","underlying_shares":1694374},"source":{"system":"sec-edgar","filing":"0001213900-19-012244","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019012244/ownership.xml","form_type":"4/A","original_submission_date":"2019-06-27"}},{"id":3476640,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class B Common Stock","published_at":"2019-06-27T22:58:30.000Z","date":"2019-06-25","kind":"other","acquired":false,"shares":1694367,"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 June 25, 2019, InnoHold, LLC (\"InnoHold\") distributed pro rata a total of 1,694,367 shares of Class B Common Stock of Purple Innovation, Inc. and paired Class B Units of Purple Innovation, LLC to holders of Class B Units in InnoHold in exchange for the cancellation of such InnoHold Class B Units."},{"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":39929087,"derivative":{"underlying":"Class A Common Stock","underlying_shares":1694367},"source":{"system":"sec-edgar","filing":"0001213900-19-011692","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390019011692/ownership.xml","form_type":"4"}},{"id":3715711,"issuer":{"id":7764,"kind":"organization","name":"Purple Innovation, Inc."},"owners":[{"id":146563,"kind":"organization","name":"InnoHold, LLC","position":1,"cik":"0001731293","reported_name":"InnoHold, LLC","relationship":{"director":false,"officer":false,"ten_percent_owner":true,"other":false}}],"security":"Class B Common Stock","published_at":"2018-12-31T23:38:16.000Z","date":"2018-12-27","kind":"other","acquired":false,"shares":2447864,"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. to two of its members, 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."}],"balance_after":41623454,"derivative":{"underlying":"Class A Common Stock","underlying_shares":2447864},"source":{"system":"sec-edgar","filing":"0001213900-18-018083","document":"ownership.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1643953/000121390018018083/ownership.xml","form_type":"4"}}]}