The Cruèl SS21: A Memoir of Adumbration

CRUÈL SS21
Save the date! CRUÈL SS21 collection will be officially released on Monday, March 1, 2021, at 11:00 AM – Amsterdam time, and for the occasion, The Next Cartel met the brand to give you an exclusive teaser of what is coming!

 

A Memoir of Adumbration is a thought on the philosophy of the past, the future, and our contemporary time. In SS21, CRUÈL echoes a confrontation between darkness & light, that helps the individual to awaken their mind and see a future of hope. Through retrospection, introspection, and reflection, a space that envisions optimism is untangled. Created through the deconstruction of patterns and layers- which are the core signature of the designer William Ampofo – CRUÈL presents a collection of signature timeless pieces with an avant-garde touch, in warm brown hues, contrasted with black & white tones.
 

 

CRUÈL SS21

 

Based in the heart of Amsterdam, CRUÈL identity is heavily shaped by the city’s strong cultural heritage that marks creativity and freedom amongst the most important things in life. Somehow that reflects the evolution of his CEO and Designer William Ampofo. Raised in a culture that taught him creativity would not lead to success, the designer first pursued a legal degree, but soon realized he couldnКјt suppress the urge to create. He left behind his parents’ expectations and faced his fears by enrolling at fashion school. This liberating journey is reflected in every CRUÈL collection: each piece leads the wearer to the edge of his comfort zone and encourages him to dare to express his true self. Wearing a CRUÈL garment is a reminder to take your chances without fear, an invitation to express yourself, always!

 

“Expressing yourself and being who you want to be in life are amongst our most important values as a brand because this results in more creativity and diversity in this world. With that mindset, freedom is essential, which is only created through being kind to the earth and kind to each other”

 

CRUÈL SS21

 

 

CRUÈL SS21

 

 

CRUÈL pursues sustainability in its designing process, standing for a healthy, sustainable future for the earth and creatures that live on it. The brand engages just with conscious investors, suppliers, consumers, and employees, while no animal products are even considered. Currently, the brand is exploiting Deadstock Fabrics, saving the textile wastes of other fashion designers, brands, or manufacturers, who overestimated their need and cannot use or sell all the fabrics rolls they have purchased. By doing so, CRUÈL provides good quality fabrics without polluting the planet.
Ampofo deconstructed creations translate his philosophy of life worldwide: Inspired by today’s world, CRUÈL creates for society, through society.

 

 

 

CRUÈL SS21

 

 

CRUÈL SS21

 

 

 

 

 

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