Our Product:

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CRUÈL offers men’s, women’s, and unisex collections that blend timeless design with an avant-garde edge. Inspired by today’s world, CRUÈL creates for society, by society, encouraging individuals to embrace self-expression as a necessity, not a contingency.

 

Each piece guides the wearer to the edge of their comfort zone, a reminder to take risks and express one’s true self without fear. Collections are defined by William Ampofo’s signature eye for detail, mastery of fabrics, and the art of deconstruction.

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Sustainability is at the core of CRUÈL. We transform dead stock fabrics and textile waste into meticulously crafted garments, giving materials a second life while minimizing environmental impact. Our production processes are continually refined in collaboration with our teams and factories, reducing water, energy, and chemical use at every stage. Wearing CRUÈL is not just a choice in style, it is a conscious statement of values, vision, and commitment to a more thoughtful, sustainable world. Products range from €90 to €1,100, reflecting the craftsmanship, sustainable materials, and artful deconstruction that define each piece.

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Runway & Experiences:

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CRUÈL exists at the intersection of fashion, performance, and art. Our runway shows are immersive experiences where music, storytelling, and performance converge, transforming fashion into a multisensory narrative. Each show is designed to provoke, inspire, and leave a lasting impression, reinforcing that CRUÈL does not just clothe, it awakens and challenges the audience while celebrating individuality and self-expression.

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Our Name:

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CRUÈL embodies the courage to be unapologetically authentic.
To be CRUÈL is to express yourself fully and fearlessly.

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Our visual identity:

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Avant-garde silhouettes and enigmatic structures define CRUÈL’s aesthetic, enabling individuals to project authenticity in the public eye. Every detail, cut, and construction is designed to inspire confidence and self-expression.

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The communication strategy:

 

Effective communication is central to CRUÈL’s growth. We engage our community through social media, newsletters, blogs, and other platforms, sharing inspiration, connecting audiences, and bringing our vision to life.

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Our Values:

 

At CRUÈL, self-expression, creativity, and sustainability coexist. Our collections, shows, and experiences are designed for those who dare to be bold, intentional, and responsible, fashion that awakens, provokes, and inspires while supporting a greener, more thoughtful future.