Welcome to CRUÈL, the ultimate destination for fashion-forward individuals. Our mission is to provide you with quality clothing that makes you look and feel your best. We believe in inclusivity and diversity in fashion, and we cater to all sizes and budgets. Our vision is to be the trendsetter in the fashion industry and to inspire self-expression through clothing. Shop our collections in-store or online and experience our dedication to excellence.
CRUÈL reflects on our contemporary society through its idiosyncratic apparel. Founded in Amsterdam, The Netherlands, in 2018 by Founder & CEO William Ampofo, the avant-garde fashion house draws its identity from the city’s rich cultural heritage, where creativity and freedom are among life’s most cherished values. CRUÈL believes that self-expression is a necessity, not a contingency, encouraging individuals to think, speak, act, and dress exactly as they wish. From its Amsterdam roots, CRUÈL has grown into a global phenomenon, captivating audiences across Europe, the United Kingdom, the United States, and Asia.
Inspired by today’s world, CRUÈL creates for society, by society.
Express yourself. Be CRUÈL.
William Ampofo was raised in a culture that undervalued creativity, where conventional paths were seen as the only route to success. He initially pursued a legal degree, but his drive to create and build could not be contained. Following his vision, he entered the world of fashion, not just as a designer, but as a founder and brand strategist, turning ideas into experiences, stories, and fully realized worlds.
Beginning with garments like trousers and denim, Ampofo quickly expanded beyond traditional design, experimenting with materials, structures, and forms while shaping CRUÈL’s identity and global presence. With an expressionist approach to both creativity and business, he translates his philosophy of life into tangible worlds, where individuality, self-expression, and audacity converge. From this vision, CRUÈL was born, a global phenomenon and cultural brand captivating audiences worldwide.
CRUÈL offers men’s, women’s, and unisex collections that merge timeless design with an avant-garde edge. Each piece challenges the wearer to step beyond their comfort zone and embrace fearless self-expression. William Ampofo’s signature attention to detail, mastery of fabrics, and deconstructive approach define every collection.
Beyond clothing, CRUÈL exists at the intersection of fashion, performance, and art. Runway shows are immersive experiences where music, storytelling, and performance converge, reminding us that CRUÈL does not just clothe, it awakens, provokes, and inspires.
Founder & CEO of CRUÈL.
William Ampofo.
