‘What made me fall in love with cashmere, is because of its amazing soft touch. I have a CRUSH on cashmere.’
WHAT ONE PIECE SHOULD EVERY WOMAN HAVE IN THEIR WARDROBE?
A cashmere cardigan! Seriously! You will survive many winter mornings while waiting for your coffee!
SUSTAINABILITY AND NATURAL LIVING IS AT THE CORE OF CRUSH COLLECTION? HOW ARE YOU CONTINUALLY IMPROVING THIS ETHOS?
We are continuously working with suppliers and manufacturers who take action in environmental protection. Internally, we develop work procedures to reduce the usage of plastics bags and paper.
In 2018, we began to work with recycled cashmere and in 2019 we started working with upcycled cashmere. In 2020, we will bring upcycled cashmere into small villages in China. Hand knitted cashmere sweaters by grandmothers is our new project!
HAVE YOU SEEN ANY CHANGES IN THE INDUSTRY SINCE YOU STARTED IN 2009?
There are more individual voices on what to do and doing the right thing. We no longer need to follow a certain standard. As long as you stand by your own beliefs and keep trying to do the right thing, you will find your audience.
WHAT WILL BE CRUSH’S MAIN FOCUS OVER THE NEXT YEAR OR SO? WHAT CAN WE EXPECT TO SEE IN THE FUTURE?
Keep doing what we are doing today so that everyone will have a crush on CRUSH!
CAN YOU DESCRIBE THE CRUSH AESTHETIC IN A FEW WORDS
Feminine, powerful, luxurious, high quality, comfortable and convenient.
WHAT DO YOU MEAN BY ‘CONVENIENT’?
Fibres like wool and cashmere are quite resistant towards dirt and stains. They require less washing than t-shirts or shirts. Furthermore, knitwear does not wrinkle easily, so it is perfect to travel with. Everyone wants to travel in style by saving time and energy when packing. No ironing necessary and these items still look great!
CAN YOU TELL US A LITTLE BIT ABOUT THE DESIGN PROCESS?
Most of the time, designing is not a sexy job. It is more of a logical process. You need to evaluate what could be improved and what could be carried over. I collect inspiration everyday and keep it all in mind for future use. I read trend reports and sales data analysis but the most important thing is to design something that makes me smile.
WHAT IGNITES THE PASSION AND INSPIRATION BEHIND EACH COLLECTION
My inspiration is a vision of sun, lights, sand, beaches, grassland, a warm breeze...even with your eyes shut you can still feel and find the light!
ARE THERE ANY WOMEN, PAST OR PRESENT, THAT INSPIRE YOU?
Nancy Riegelman, who sadly passed away in January this year. She was a genius creator, she defined her own beauty and she was powerful and disciplined. I was lucky to be instructed by her from 1993 to 1995 at FIDM (Fashion Institute of Design and Merchandising).