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CRUÈL FW20 Demure Shadow Drop 2

Heads up! #CRUEL FW20 Demure Shadow DROP 2 will be available on the morning of

Monday, June 29th, 11:30 AM CEST European time. Get yourself ready and sign up now for the pre-order to get early access to drop 2.

Limited early access slots available. Explore more at www.cruelinc.com #CRUEL

Welcome to the new world, a world with an absence of light. A world with diseases, racism, bad politics, broken souls, fear, darkness and war. Together we are going through these uncertain times. Situations never fully explain themselves, just like art never fully explains itself. Inspired by the absence of light, CRUÈL has created a vision of optimism, a vision in which fear, diseases, racism, bad politics, broken souls & darkness can’t win.

For FW20, CRUÈL uses the emotion of fear on the one hand, and the transparency of optimism on the other, to translate this into the FW20 Demure Shadow collection. A collection of silhouettes and styles, created through the deconstruction of black&white and the use of transparent layers. CRUÈL presents a collection that empowers humanity for happiness, optimism, creativity and diversity in the new world, CRUÈL presents the​ FW20 Demure Shadow Collection.

Face the absence of light with CRUÈL.

Express yourself, be CRUÈL.


CRUÈL FW20 Demure Shadow Drop 2

CRUÈL, a label responsible for pushing the term “idiosyncratic”. In the context of fashion, there has been a rapid response to the current events of pandemic. In view of a "positive mind & strategy", William Ampofo has decided that the FW20 collection will be available at a slightly lower rate for our community.

Ampofo wants that his people feel powerful and beautiful in their garments during these difficult and uncertain times. CRUÈL will deliver FW20 Demure Shadow with an eye focus on the absence of light. The FW20 Demure Shadow collection will be more affordable for the people who got less

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