CREST
Public Brand
From his Alpine homeland, in askew landscapes of lakes and mountain peaks, the novelist Charles-Ferdinand... View more
Public Brand
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Group Description
From his Alpine homeland, in askew landscapes of lakes and mountain peaks, the novelist Charles-Ferdinand Ramuz once wrote: “Oh, the haunting of a land one carries within as we are no longer there (…) Is it because I have fiercely loved it that I wished to return?” Childhood friends John Dunand and Sami Cherrad, founding members of the brand CREST, also ventured far out to reach that same conclusion: one does not escape the haunting Alpine landscapes.
“From the onset, we held values birthed out of our education. We wanted to create a French brand in France. I understood the beauty of our land and realized what I was losing as I left”, said Sami. “My parents awakened me to the taste of beauty, curiosity, and meticulous craftsmanship. I looked for these values in music and fashion”, continued John.
Haute-Savoie and savoir-faire. Here, traditions know a hard life, they need a thick skin. Both urban and outdoor bred, coolly insolent and designed for all generations, John and Sami’s collections logically follow this open trans-generational mindset. They showcase their love of meticulous work, passion for noble fabrics and their respect towards Nature which, here, is ever-present and simply cannot be overlooked.
Fabrics originate mostly from Japan for their mixture of comfort, rawness and aesthetics. Yet, their processing, cut and choices are conceived and materialized in this Alpine region which demands of the collections humility, comfort for all terrains, and for everyone.
Traditional yet out of the box. Classic yet eccentric. Bold yet far from flashy. CREST tells a beautiful story: that of John and Sami’s. Two children accepting to grow yet not to age; that is the price at which wonderment may be negotiated. That which makes every collection a delightful enigma: to be both out of time, unreal and still fiercely anchored into the present. John: “We look for simplicity, authenticity, almost rusticity. Inspired by the beautiful chalets of mountain peaks which have neither running water nor electricity. True comfort lies in the warmth of these landscapes.” CREST is not an experimentation open to one particular caste or closed circle, but an experience of wellbeing, durability, voluptuousness open to all.
CREST FW23
January 13, 2023· 19 photos· 0 videos