True pure white. Very happy with color, however very disappointed with texture. Rug is NOT soft by any means. It feels incredibly coarse. If you’re looking for a soft luxurious shag (or area rug) this ain’t it! Probably be better suited for someone looking for a “true white” with luxury appeal for high traffic areas based on the fact it’s probably easier to clean and it’s on the cheaper side (pricequality wise).