Making its debut in the fashion industry in 2020, CRTFD is paving the way as they offer a non-conventional outlook to clothing inspired by the globe and social issues. During Paris Fashion Week last year, the brand was introduced to the public and instantly grew in popularity. Their distinct outlook caught many eyes as they utilized upcycled fabrics upon relaxed silhouettes. Pronounced as ‘certified,’ CRTFDs mission is to re-examine our relationship with nature. Focused on bringing to light global issues, learning how to combat them, and then lead by example with the purpose of sustainable productization. Their motto: Better products for a better world.

Lead designer, Marouan Jamai, combats standard practices by focusing on bettering the world and reducing their green footprint. Jamai’s background includes working with brands such as Helmut Lang and Gucci Ghost; with the high-fashion background, he was able to utilize this information and fit it to the label’s aesthetic. Many of the clothing pieces take inspiration from sub-communities and cultures including the overall hippie lifestyle commonly seen within California. This spring collection takes ocean bound bottles and repurposes them. One small step in a different direction. Learn and live purposely.

CRTFD implements a development of altering recyclable bottles into cotton, making their products incredibly sustainable. The process is developed by Repreve and their focus is to diminish our green footprint as well through materials, thus CRTFD utilizes their fabrication methods within the apparel’s construction. Along with the fabric, each item is made in a cut and sew process which helps diminish pollution and energy as these methods withhold the use of large machinery. This ideology can be seen within the graphic of the Organic Love Crewneck and Tee. The main imagery highlights the globe while some text infiltrates the design; referring to CRTFD’s raw outlook on society’s action towards sustainability. 

In addition to organic and eco-awareness illustration, the fashion label also shines a light on groovy and retro designs. Many of the pieces within the collection can be seen on bright tie-dye hues reminiscent of California’s hippie culture. The Best Friend Tee in Multi Tie-Dye draws emphasis on eccentric artistry as it takes on a psychedelic finish. Another graphic that is designed with the same theme is the Acid Tee. This shirt highlights varied imagery and text for a contrasting graphic that somehow works very well, making it applicable to all styles. To tie everything together, the spring collection also introduces the Sunrise Hoodie. This design is met with abstract artistry and a vibrant palette referencing the brand’s whimsical side. Though the company is still building their name, they have already made a huge impact within the world as they have developed a loyal following that supports their processes and mission statement. 

CRTFD’s Spring Collection is available now at our Chinatown location + online. To shop for the latest collection, click here.