Accurator are a growing brand, whose DNA is based upon simple eclecticism and subtlety with a more commercial feel. Working in small ateliers, the label creates garments for real fashion enthusiasts who want to stand out, from geometrical dresses to edgy jumpsuits. I had the chance to speak to one of the founders, Louise van Drumpt, about her brand which is the ultimate love child between a minimalist and a fashion-anthropology enthusiast.
PLEASE INTRODUCE YOURSELF AND TELL US A LITTLE ABOUT YOUR BRAND?
Krea Group is a London based company that was officially founded in February 2018, and incorporates two women’s wear brands: Acurrator and Lou Black. The collections share the same USP: clean lines, lairs and asymmetries, geometry and origami inspired, age-less and season-less pieces that transformation from day to night, office to weekend getaways, and flats to heels. Our previous experience as fashion executives allowed us to have a reliable and transparent supply chain, working directly with manufacturers in Europe, and insuring we can deliver best quality products, at great price-points.
TELL US ABOUT THE VISION FOR YOUR BRAND?
If you look at the core of our production vision, it’s best described as Reduce, Reuse and Recycle. Quality over Quantity. Timeless over Seasonally. The inspiration behind the designs is a strong woman, that loves to travel, to be active, and to use her femininity to feel empowered. There is something special in being able to see details, and appreciating small things that make your clothes as unique as you.
Our designs are just that – unique pieces, that might look the same on a rail, but have up-cycled pieces of fabrics, that were hand picked and given a new life cycled, and used an exquisite dress, or a skirt, that will be with it’s new owner for years to come.
HOW DO YOU APPROACH SUSTAINABILITY/TRANSPARENCY WITHIN YOUR BRAND?
We use mainly recycled and up-cylced fabrics in our designs. If we can’t use either of these we will choose an environmental friendly option like bamboo or organic cotton. We work very close together with a small factory of which we know each employee by name. The ladies sign off each design with their name so costumers know exactly who made their clothes.
WHAT MORE DO YOU THINK CUSTOMERS ARE LOOKING FOR THESE DAYS BEYOND GOOD DESIGN? OR DO YOU THINK THAT DESIGN IS REALLY ALL THAT MATTERS?
Good design and good quality are the basic reasons that a costumer buys a piece. But if the costumer has the choice between that and an ethically made piece with a good story, the latter will be the winner for sure.
HOW DO YOU ENSURE QUALITY WITH YOUR BRAND?
We ensure good quality for our brands by micromanage each small batch of production. We don’t hold stock and we avoid any waste. Our production manager lives close to the factory and she checks in on the daily process.
WHAT WERE THE BIGGEST CHALLENGES YOU FACED WHEN TRYING TO GROW AN ETHICAL BRAND?
You really need to dig deep to find out every detail of a supply chain. You can’t just assume that someone delivers what he or she says they do. And that’s a though realisation if you want to be able to trust people on their words. Next to that, fashion simply is a hard industry. So growing is hard and especially if you need to compete with money driven machines.
Find out more here!