ABOUT CRÛ
CRÛ (fr.) = raw, unprocessed
In viticulture crû means – a terroir of the highest quality; the word itself is derived from the Latin crescere (to grow).
We value the raw nature of materials grown in the wild and strive to preserve this essence in our creations. We love raw, natural materials. Metal, wool, stone, leather. Everything originating from nature. This is why we respect the material by avoiding excessive manipulation. The origin of a natural material is precisely what we aim to preserve within our creations.
Fueled by love, inspired by the origin,
is creating value.
ORIGINS (engl.) = the source
The Origins of Creation
We seek to remain eternally connected to the true sources of our inspiration.
What is the origin of artistic creation? The origin of clothing? The primal use of a specific material? These questions are ever-present in our design process, for CRÛ ORIGINS is fundamentally about the very genesis of creation.
May we share a brief story?
It tells of the moment a fashion designer and an artist realized just how far we have drifted from our origins and from nature itself.
In our world, cows wear yellow earrings, the roots of clothing and craftsmanship seem forgotten, and core values are subject to ‘flexible’ interpretation…
The raw state of materials is all too often polished away until barely a trace remains in the final product.
Sadly, synthetic materials and mass consumption have come to rule the world.
We want to rewrite the narrative.
