Simon Cracker: Always Rich in Pretense

Simon Cracker: Always Rich in Pretense

simon Cracker

Simon Cracker: Always Rich in Pretense, Never in Reality

In the world of fashion, where the line between reality and pretense is often blurred, Simon Cracker stands as a project that breaks conventions redefines norms, and challenges the industry’s status quo. Founded in 2010 by Simone Botte, the brand’s ethos is rooted in the sound of “Crack”—the breaking of something old to give it new life. This upcycling approach breathes fresh purpose into forgotten garments, deadstock fabrics, and discarded materials.

From a Niche Idea to the Mainstream

Initially envisioned as an experimental upcycling line by Simone Botte, an art director and fabric researcher, Simon Cracker began as a small-scale project. In 2020, the brand took a decisive turn when Filippo L.M. Biraghi, an editor, buyer, and fashion culture lecturer, joined the team. Together, they propelled the brand into the spotlight, gaining recognition through Who Is On Next? competitions and securing a spot on the Camera Nazionale della Moda Italiana official calendar since 2021.

The Philosophy Behind the Brand

Simon Cracker is not about aesthetics or fleeting trends—it’s about ethics, individuality, and storytelling. Each garment is a narrative, transcending price tags and redefining value. By upcycling, the brand defies seasonal restrictions and gender norms, creating pieces that are as fluid as the stories they tell.

“We approach fashion from a divergent point of view. We value creativity born from limitations, and we want to give clothes a value that extends beyond their price to the stories they carry,” the founders explain.

A Satirical Take on Wealth and Fashion’s Bubble

The latest collection, titled RICH, dives headfirst into the growing disconnect between the fashion world and reality. With irony as their weapon, the duo confronts the absurdity of wealth disparity and the pretenses of the industry.

The collection satirizes the luxury aesthetic with over-the-top elements like Birkin bags printed and drawn on garments, faux Hermès scarves repurposed into new pieces, and Chanel jackets recreated with spray paint. From deconstructed cardigans adorned with gift-box bows reminiscent of Prada to garments covered in faux gold and hundreds of brand tags, the collection playfully asks: What is truly important?

The color palette, inspired by Quality Street chocolates—a nod to traditional English grandmothers—infuses the collection with a sense of nostalgia. The construction, meanwhile, remains true to Simon Cracker’s roots: patchwork designs, industrial bands holding garments together, and innovative dyeing techniques.

Homage to Icons and Collaborations

This season, Simon Cracker continues its collaboration with Dr. Martens, transforming deadstock shoes into their version of Chanel ballet flats. The collection draws inspiration from industry giants like Miuccia Prada, Yves Saint Laurent, and Franco Moschino—the first two celebrated for their bourgeois elegance, the latter for his satirical mockery of it.

The collection is dedicated to those who struggle, not just in fashion but in life. It’s a heartfelt tribute to the underdogs, the overlooked, and the resilient.

A Collective Effort

Simon Cracker is more than a brand—it’s a community effort. From the Cracker Crew to collaborators like Fluido Studio, Weave Studio, Garage Showroom, and Dr. Martens, the collection is a testament to the power of collaboration.

The Soundtrack of Rebellion

The accompanying playlist underscores the collection’s satirical tone, featuring tracks like “Material Gworrllllll” by Madonna and Saucy Santana, “What Are We Going to Do About the Rich” by Pet Shop Boys, and “How to Be a Millionaire” by ABC.

Conclusion: A Crack in the System

Simon Cracker’s RICH collection is a poignant critique of a fashion industry that often exists in a bubble, detached from reality. By embracing upcycling, satire, and community-driven design, the brand redefines what it means to create value in clothing.

As they put it: “Always rich only in pretense!” And perhaps that’s the most honest statement the fashion world has heard in a long time.

                                                                                                                            Photo  Credits: VERONICA FERRI

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