Craft

- The bubbles in the glass and the headache in the morning. An uncompromising attitude - can’t.remember.a.fxxking.thing.

WHERE IT STARTED.. Once upon a time the ex head designer for Paul Smith Jeans went searching for solace and inspiration amidst the natural wonder of the Austrian mountains. Up on the mountain, in the middle of nowhere he had a chance meeting with an ex Helmut Lang designer and friend. Schnapps ultimately ensued and whilst under an alcoholic / mountain air haze the group came across a third party, a lovely girl with a certain edge and noticeably beautiful body. She strummed Rolling Stones songs on an old electric guitar for her companions and even more Schnapps was consumed.

The next morning the girl had disappeared and the boys could barely remember a thing but the group were more than excited about the gorgeous character they had come across and hence were inspired to create a jeans-line for individual, hot looking girls and women with the right amount of rock n roll soul, just like her!

So the outcome of this “chance meeting” of distinctly European design folk was that the mission was completed and inspiration was found. The group found their brand name “C.r.a.f.t - can’t remember a fxxing thing”!