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Stockholders' Equity (Details) (USD $)
0 Months Ended 1 Months Ended 0 Months Ended 3 Months Ended 6 Months Ended 12 Months Ended 0 Months Ended
Oct. 31, 2013
Dec. 31, 2013
Oct. 16, 2013
Apr. 24, 2013
Jan. 31, 2015
Jan. 31, 2014
Jan. 31, 2015
Jan. 31, 2014
Jul. 31, 2014
Aug. 13, 2013
Aug. 13, 2013
Aug. 29, 2014
Jan. 12, 2015
Oct. 31, 2014
Jul. 31, 2013
Stockholders Equity [Line Items]                              
Shares issued 442,667us-gaap_StockIssuedDuringPeriodSharesNewIssues                            
Warrants to purchase common stock shares         250,000us-gaap_ClassOfWarrantOrRightNumberOfSecuritiesCalledByWarrantsOrRights   250,000us-gaap_ClassOfWarrantOrRightNumberOfSecuritiesCalledByWarrantsOrRights                
Proceeds from issuance of common stock and warrants             $ 7,401,000us-gaap_ProceedsFromIssuanceOrSaleOfEquity $ 4,664,000us-gaap_ProceedsFromIssuanceOrSaleOfEquity              
Transaction costs of stock issuance   285,000us-gaap_AdjustmentsToAdditionalPaidInCapitalStockIssuedIssuanceCosts 49,000us-gaap_AdjustmentsToAdditionalPaidInCapitalStockIssuedIssuanceCosts                        
Other share based compensation           308,000pure_OtherShareBasedCompensation   308,000pure_OtherShareBasedCompensation              
Common Stock,Issued         40,120,965us-gaap_CommonStockSharesIssued   40,120,965us-gaap_CommonStockSharesIssued   29,394,940us-gaap_CommonStockSharesIssued            
Shares issued         332,500us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensationGross   640,000us-gaap_StockIssuedDuringPeriodSharesShareBasedCompensationGross                
Expected term             1 year 10 months 24 days   2 years 4 months 24 days            
Volatility             107.40%us-gaap_FairValueAssumptionsExpectedVolatilityRate   163.50%us-gaap_FairValueAssumptionsExpectedVolatilityRate            
Interest rate             0.40%us-gaap_FairValueAssumptionsRiskFreeInterestRate   0.98%us-gaap_FairValueAssumptionsRiskFreeInterestRate            
Dividend yield             0.00%us-gaap_FairValueAssumptionsExpectedDividendRate   0.00%us-gaap_FairValueAssumptionsExpectedDividendRate            
Common stock, shares authorized         100,000,000us-gaap_CommonStockSharesAuthorized   100,000,000us-gaap_CommonStockSharesAuthorized   100,000,000us-gaap_CommonStockSharesAuthorized            
Aggregate gross proceeds     1,831,000pure_GrossProceedsFromIssuanceOfPrivatePlacementBeforeIssuranceCost                        
Warrants issued       100pure_AggregateNumberOfWarrantsIssuedInPrivatePlacement                      
Proceeds from exercise of warrant               163,000us-gaap_ProceedsFromWarrantExercises              
Additional number of warrants issued in private placement         18,000pure_AdditionalNumberOfWarrantsIssuedInPrivatePlacement   18,000pure_AdditionalNumberOfWarrantsIssuedInPrivatePlacement                
Restructuring Costs           70,000us-gaap_RestructuringCosts   2,754,000us-gaap_RestructuringCosts              
Warrant expense             $23,000                
Private Placement [Member]                              
Stockholders Equity [Line Items]                              
Shares issued   3,102,875us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
2,441,270us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
    1,611,817us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
      5,500,000us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
         
Warrants to purchase common stock shares         4,652,312us-gaap_ClassOfWarrantOrRightNumberOfSecuritiesCalledByWarrantsOrRights
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
  4,652,312us-gaap_ClassOfWarrantOrRightNumberOfSecuritiesCalledByWarrantsOrRights
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Share Price 0.75us-gaap_SharePrice
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
$ 0.75us-gaap_SharePrice
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
$ 0.75us-gaap_SharePrice
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
            $ 0.20us-gaap_SharePrice
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
$ 0.20us-gaap_SharePrice
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
       
Reduced share price, per share   $ 0.70us-gaap_SaleOfStockPricePerShare
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
                         
Proceeds from issuance of common stock and warrants             7,493,000us-gaap_ProceedsFromIssuanceOrSaleOfEquity
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
    1,100,000us-gaap_ProceedsFromIssuanceOrSaleOfEquity
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
         
Transaction costs of stock issuance 8,000us-gaap_AdjustmentsToAdditionalPaidInCapitalStockIssuedIssuanceCosts
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
        13,000us-gaap_AdjustmentsToAdditionalPaidInCapitalStockIssuedIssuanceCosts
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
92,000us-gaap_AdjustmentsToAdditionalPaidInCapitalStockIssuedIssuanceCosts
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
    43,000us-gaap_AdjustmentsToAdditionalPaidInCapitalStockIssuedIssuanceCosts
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
         
Sale of stock, net proceeds             7,401,000us-gaap_SaleOfStockConsiderationReceivedOnTransaction
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
    1,057,000us-gaap_SaleOfStockConsiderationReceivedOnTransaction
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
         
Common Stock,Issued   218,938us-gaap_CommonStockSharesIssued
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
                         
Expected term             5 years                
Fair value of warrants         4,397,000us-gaap_WarrantsAndRightsOutstanding
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
  4,397,000us-gaap_WarrantsAndRightsOutstanding
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Volatility             133.74%us-gaap_FairValueAssumptionsExpectedVolatilityRate
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Interest rate             1.50%us-gaap_FairValueAssumptionsRiskFreeInterestRate
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Dividend yield             0.00%us-gaap_FairValueAssumptionsExpectedDividendRate
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Proceeds from Issuance of Private Placement 324,000us-gaap_ProceedsFromIssuanceOfPrivatePlacement
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
2,106,000us-gaap_ProceedsFromIssuanceOfPrivatePlacement
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
1,782,000us-gaap_ProceedsFromIssuanceOfPrivatePlacement
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
    1,501,000us-gaap_ProceedsFromIssuanceOfPrivatePlacement
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
                 
Aggregate gross proceeds 332,000pure_GrossProceedsFromIssuanceOfPrivatePlacementBeforeIssuranceCost
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
        1,514,000pure_GrossProceedsFromIssuanceOfPrivatePlacementBeforeIssuranceCost
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
                 
Common Stock [Member] | Private Placement [Member]                              
Stockholders Equity [Line Items]                              
Shares issued             10,086,025us-gaap_StockIssuedDuringPeriodSharesNewIssues
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_CommonStockMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Wulff Services Incroporated [Member]                              
Stockholders Equity [Line Items]                              
Stock issued for service             250,000us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_WulffServicesIncroporatedMember
               
Stock issued for service value             175,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_WulffServicesIncroporatedMember
               
Onetime payment related to corporate finance and restructuring efforts             75,000pure_PaymentRelatedToCorporateFinanceAndRestructuring
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_WulffServicesIncroporatedMember
               
Pillar Marketing Group Incorporated [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued                   250,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
250,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
       
Shares issued value                     175,000us-gaap_StockIssuedDuringPeriodValueNewIssues
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
       
Service Agreement Period                     2 years        
Stock issued for service             300,000us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
               
Stock issued for service value             210,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
               
Expense related to services         22,000us-gaap_ProfessionalAndContractServicesExpense
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
  44,000us-gaap_ProfessionalAndContractServicesExpense
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
               
Onetime payment related to corporate finance and restructuring efforts             150,000pure_PaymentRelatedToCorporateFinanceAndRestructuring
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_PillarMarketingGroupIncorporatedMember
               
Gary D. Cohee [Member]                              
Stockholders Equity [Line Items]                              
Stock issued for service               348,143us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_GaryDCoheeMember
             
Stock issued for service value               283,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_GaryDCoheeMember
             
Expense related to services               113,000us-gaap_ProfessionalAndContractServicesExpense
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_GaryDCoheeMember
             
Donna Singer [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued         300,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_DonnaSingerMember
  300,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_DonnaSingerMember
               
Shares issued value               210,000us-gaap_StockIssuedDuringPeriodValueNewIssues
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_DonnaSingerMember
             
Restructuring Costs             210,000us-gaap_RestructuringCosts
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_DonnaSingerMember
               
Michael L. Krall [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued         850,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_MichaelLKrallMember
  850,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_MichaelLKrallMember
               
Shares issued value               595,000us-gaap_StockIssuedDuringPeriodValueNewIssues
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_MichaelLKrallMember
             
Restructuring Costs             595,000us-gaap_RestructuringCosts
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_MichaelLKrallMember
               
Former Employee [Member]                              
Stockholders Equity [Line Items]                              
Shares issued value               20,000us-gaap_StockIssuedDuringPeriodValueNewIssues
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_FormerEmployeeMember
             
Investor Relations Contact [Member] | Bibicoff & McInnis [Member]                              
Stockholders Equity [Line Items]                              
Stock issued for service             300,000us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ dei_EntityContactPersonnelContactPersonTypeAxis
= dei_InvestorRelationsContactMember
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_BibicoffAndMcInnisMember
               
Stock issued for service value             210,000us-gaap_StockIssuedDuringPeriodValueIssuedForServices
/ dei_EntityContactPersonnelContactPersonTypeAxis
= dei_InvestorRelationsContactMember
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_BibicoffAndMcInnisMember
               
Selling, general and administrative expense             $ 210,000us-gaap_GeneralAndAdministrativeExpense
/ dei_EntityContactPersonnelContactPersonTypeAxis
= dei_InvestorRelationsContactMember
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_BibicoffAndMcInnisMember
               
Restricted Stock Units "RSUs" [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued           87,500us-gaap_CommonStockSharesIssued
/ us-gaap_AwardTypeAxis
= us-gaap_RestrictedStockUnitsRSUMember
  87,500us-gaap_CommonStockSharesIssued
/ us-gaap_AwardTypeAxis
= us-gaap_RestrictedStockUnitsRSUMember
             
Bridge Loan [Member] | Warrant [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued         73,290us-gaap_CommonStockSharesIssued
/ us-gaap_LongtermDebtTypeAxis
= us-gaap_BridgeLoanMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
73,290us-gaap_CommonStockSharesIssued
/ us-gaap_LongtermDebtTypeAxis
= us-gaap_BridgeLoanMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
73,290us-gaap_CommonStockSharesIssued
/ us-gaap_LongtermDebtTypeAxis
= us-gaap_BridgeLoanMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
73,290us-gaap_CommonStockSharesIssued
/ us-gaap_LongtermDebtTypeAxis
= us-gaap_BridgeLoanMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
             
Aggregate number of exercises             90,699us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised
/ us-gaap_LongtermDebtTypeAxis
= us-gaap_BridgeLoanMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
90,699us-gaap_StockIssuedDuringPeriodSharesStockOptionsExercised
/ us-gaap_LongtermDebtTypeAxis
= us-gaap_BridgeLoanMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
             
Minimum [Member] | Private Placement [Member]                              
Stockholders Equity [Line Items]                              
Exercise price         0.01us-gaap_FairValueAssumptionsExercisePrice
/ us-gaap_RangeAxis
= us-gaap_MinimumMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
  $ 0.01us-gaap_FairValueAssumptionsExercisePrice
/ us-gaap_RangeAxis
= us-gaap_MinimumMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Maximum [Member]                              
Stockholders Equity [Line Items]                              
Common stock, shares authorized                         20,256,280us-gaap_CommonStockSharesAuthorized
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
   
Stock issued for service                 2,033,643us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
           
Warrants issued       18,000pure_AggregateNumberOfWarrantsIssuedInPrivatePlacement
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
                     
Maximum [Member] | Private Placement [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued                           13,470,324us-gaap_CommonStockSharesIssued
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
13,470,324us-gaap_CommonStockSharesIssued
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
Exercise price         0.75us-gaap_FairValueAssumptionsExercisePrice
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
  $ 0.75us-gaap_FairValueAssumptionsExercisePrice
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
/ us-gaap_SubsidiarySaleOfStockAxis
= us-gaap_PrivatePlacementMember
               
Maximum [Member] | Warrant [Member]                              
Stockholders Equity [Line Items]                              
Stock issued for service                 100,000us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
    4,652,313us-gaap_StockIssuedDuringPeriodSharesIssuedForServices
/ us-gaap_RangeAxis
= us-gaap_MaximumMember
/ us-gaap_StatementEquityComponentsAxis
= us-gaap_WarrantMember
     
Employee Severance [Member] | Former Employee [Member]                              
Stockholders Equity [Line Items]                              
Common Stock,Issued           15,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_FormerEmployeeMember
/ us-gaap_RestructuringCostAndReserveAxis
= us-gaap_EmployeeSeveranceMember
  15,000us-gaap_CommonStockSharesIssued
/ us-gaap_RelatedPartyTransactionsByRelatedPartyAxis
= pure_FormerEmployeeMember
/ us-gaap_RestructuringCostAndReserveAxis
= us-gaap_EmployeeSeveranceMember