Pure White No.1 isn't the crisp, neutral white the name suggests, mate — it carries a subtle cool, green-leaning undertone. That's exactly what makes it sing in the right company and look grubby in the wrong company. The golden rule: stay in the cool camp.
For adjacent walls or a feature, soft sage is the natural partner. Mylands' own Artichoke BH.13 (LRV 27.6) is a cracking mid-toned green that echoes the white's undertone instead of fighting it — a brilliant pairing for a hallway with Pure White above a panelled dado in Artichoke below.
Want more drama? Go washed-to-deep blue. Dulux Sapphire Springs 1 (LRV 6.4) is properly dark and inky — use it as a feature wall, on joinery, or in a cloakroom and let Pure White bounce light around it. The contrast is sharp precisely because both sit on the cool side of the wheel.
If you want a gentle, layered scheme rather than high contrast, reach for a soft cool grey. Paint & Paper Library's Slate IV (LRV 67.5) is light enough to read almost as a second white but with enough grey to give Pure White somewhere to sit. That's your go-to for a calm, tonal bathroom or bedroom.
Now the obvious question: "can I just warm it up with a bit of cream?" No. Don't. Cream and magnolia will drag that green undertone out and make Pure White look dirty and dated. Same with brass and antique gold fittings — they'll clash. Keep your taps, handles and light fittings in nickel, chrome or blackened steel and the whole thing stays clean and considered.
Practical tip: paint big sample patches and check them at different times of day. Cool whites like this shift noticeably in north light versus south — in a north-facing room Pure White can read almost grey, which is lovely if that's the look you're after, less so if you wanted bright.