CRTFD, a West Coast cannabis company founded by Seti and Flux, reputed for its premium reserve strains, today launched its eponymous sustainable fall/winter daywear line, marking a new era in the cannabis and fashion industries. The daywear line consists of 18 garments and features upcycled fabrics, plaid prints with relaxed silhouettes reminiscent of 90’s urban workwear. The line will be showcased at the PBLC TRDE NY showroom from January 14th to 21st at Paris Fashion Week.
Unlike merchandise or streetwear commonly associated with cannabis lifestyle brands, CRTFD apparel is turning to traditional fashion design, disrupting the standard and creating a new category of cannabis culture meets premium men’s apparel. Following the mantra, better product for a better world, CRTFD is dedicated to the craftsmanship, sustainability, organic processes and transparency throughout its supply chain.
CRTFD CEO and Creative Director, Seti, was inspired by his own experiences growing up in the 90’s and early 2000’s to create CRTFD. Recognizing the unprecedented growth and success of brands like Patagonia, Noah, Acne Studios and Aime Leon Dore, Seti sought to elevate menswear design on his own terms, using an unlikely inspiration- cannabis.
“Cannabis is a conduit for something that you do to diversify your experience in life,” said Seti. “I’m dedicated to creating a brand that offers high quality garments with an affinity for lifestyle aesthetics that speak to what I love- the convergence of design, fashion, art, culture, cannabis and retail.”
In order to execute his sartorial vision, Seti hired Los Angeles-based fashion designer Marouan Jamai as CRTFD’s lead designer. Jamai’s extensive product development background at powerhouse labels like Helmut Lang and Gucci Ghost and as a former designer at Diamond Supply made him the obvious choice to create Seti’s disruptive apparel line. Conceptualizing the fashion-conscious male of the 20’s, Jamai’s designs appeal to 20 and 30-somethings, but with a sensibility that caters to the environmentally-responsible Millennial.
“It was really important to us to create a sustainable fashion line,” said Jamai. “The fashion and cannabis industries are becoming increasingly mindful of the impacts they have on the environment. We upcycle fabrics so we’re taking what’s already out there and giving it new life without having to further damage our planet.”
Noticing a lack of ingenuity when it comes to men’s pants, Jamai and Seti wanted to give their customers more options in the debut line. From purple to plaid, Jamai designed pants that are a far cry from traditional denim, but stay true to the line’s workwear aesthetic.
“From a design perspective, I noticed there wasn’t much emphasis on men’s pants so I wanted to fill that void and create pants that the CRTFD man could wear for a variety of different occasions- with or without cannabis,” said Jamai.
CRTFD apparel retails from $50 to $840 and will be showcased at PBLC TRDE NY showroom 47 Rue des Archives, 75003, Paris, France.