craft

We caught up with the wonderful brand c.r.a.f.t Denim to find out more about the brand and just why they started. We spoke to Michael, the founder and designer of the company and he gave us some insight into the quirky but cool denim pieces and ideas they have to offer. It seems like Kate Moss really brought this brand into the spotlight as she has been seen wearing them so many times now. I’ve also fallen in love with some of their moto jeans! Keep on reading to find out more.

DB: How long has c.r.a.f.t been going?
2007.

DB: Is owning a denim brand everything you expected it to be?
No actually, I wanted to be Keith Richards, but owning a denim brand is probably second best…

DB: What inspiration goes into designing a pair of your jeans?
Rock and Roll, love, tears and the deep love affair to one very special woman.

DB: What is your latest collection about?
It’s all about very small details like special seams, which shape the legs even sexier than they are anyway.

DB: Why did you decide to create your brand?
Can’t remember a fxxxing thing.

DB: Do you have a favourite cut you have designed?
Yeap, certainly our new cropped skinny jean “stargrove”.

DB: I love your take on the motorcycle jeans, what made you design those?
The love for wild motorcycle rock chicks.

DB: How many jeans do you own yourself?
A Louis Vuitton trunk full.

DB: What background/history do you have in the denim or fashion industry?
Our family business is already fashion, so since I can think it is all about fashion.

DB: Which jean has been the most popular overall?
Skinny jeans on pretty girls…

DB: We all love denim, but what makes it so important to you?
It rocks your soul. That’s it.

DB: What makes your brand so different from the others out there?
We manufacture our jeans by the golden rules. So no fashion gimmick. Our jeans are made to develop a love affair after time, which means you really have them long and they are not at first your second skin, but they become… and we are European, and have a much finer understanding for designing jeans.

DB: Kate Moss has quickly become a fan of your jeans, is she your favourite celeb in the brand?
Various celebs have our jeans, but that is not the most important thing. Kate does understand like no one how to wear jeans and I love her attitude. So yes, if we see her in craft it makes me happy. There are also numerous beautiful women who epitomise the craft attitude for me.

DB: What is the best feature of your jeans?
The fit, fabric and of course the design.

DB: For the readers who don’t know, can you tell us what c.r.a.f.t stands for? In the polite form! Ha ha.
Our understanding is a lot of craftmanship in details. But actually the name is a synonym for our history. We founded c.r.a.f.t in the mountains after a party night with too many schnaps. Next morning was like “can’t remember a fxxxing thing”…