Credau
spring/summer 2009


What exactly does men want?
They want stylish garments that can be worn again and again!

East London based eco-friendly label Credau by award winninig French designer Aude Lesur premieres with a collection for urban dandies with socio-political consciousness in a sourrounding of organic nature "where supernatural vegetation conquers the urban world. Take the printed T-shirt for instance and you have a landscape from Ireland fighting a cityscape from New York."

Video: Credau spring/summer 2009

"Style to Dye" is the headline for the first collection (SS09) of Aude Lesur's label Credau which was founded in August 2007. After a year of research and development, the label was launched in June 2008. This collection won the Menswear Designer Award by Debenhams at FashionExpo fashion-expo.com in November 2008. Credau SS09 will be featured in the designer/brand area of Debenhams (Oxford Street, London) alongside Levis, John Rocha, Red Herring, Jasper Conran ...

Aude Lesur researched the style of the modern man and his needs by questioning "What exactly does every man want?". She founds out that he does not want seasonal throwaway fashion; he wants stylish garments that he can wear again and again.

Garments age and fade over time - and become unique!

So she began to create garments with special dyings which develop a unique character over the years. Digital printing and high-tech details are teamed with traditional garment dyeing process, in a range of pieces to suit modern day needs. The pockets on the jackets are not just looking like pockets; they’re functional design features. On some of the pieces you can find vintage buttons from London suppliers.

fig.: Credau spring/summer 2009. On the t-shirt you can see the vegatation conquering the urban world of skyscrapers.

Trend FW 2009/10: biking

Credau's FW9/10 graphics are inspired by the bicycle theme, which represents for Aude Lesur freedom and movement.

In occasion of announcing the fall/winter 2009/10 collection which will be presented at the Margin show on 8th and 9th February in London, designer Aude Lesur explains her idea of the contemporary man:

“Credau man has a set of values that combine a ‘rock'n'roll’ attitude with bohemian creativity, he is open to diversity, ethical consumption and socio-political consciousness, but wants to remain stylish and confortable too. So, in this collection I have used bamboo and hemp indigo denim for jeans, as well as soya and bamboo jersey for t-shirts and sweat-shirts. Silk and cotton are a constant with Credau and are still present throughout the range."

About Credau's designer Aude Lesur

Aude Lesur studied fashion design at the University of East London after she had been educated in design, pattern, cutting and sewing in France. Aude has experienced the fashion industry for 8 years from a buyer in retail to designer, pattern-cutter and production manager in wholesale.

"The idea of the business germinated from expectation I had from the fashion industry which were never fulfilled throughout my professional experiences. Those expectations grew into beliefs and lead to the creation of Credau." Aude Lesur

Her premiere collection SS09 has won the Menswear Designer Award by Debenhams. Credau is available at the Shop@FTM (Fashion Textile Museum in London) and online. Check out more information about Credau www.credau.com.


more design>>>