The heritage of Cruèl stands for creativity & freedom. Cruèl portrays the society of now in our idiosyncratic apparels. We are a brand based in Amsterdam, where creativity & freedom are one of the most important things in life. You should think, say, do and wear what you want in life and have the freedom to express yourself in a certain way. We love the community where we are based in and we're trying to inspire people around us with the mindset that you have to express yourself and be who you want to be in life.