CRUSH EVOLVES INTO COLORUSH

WELCOME TO THE DAWN OF COLORUSH (C~RUSH FOR SHORT)

As we kick off the SS24 season with the campaign video of our dreams, we could not be more excited to announce the dawn of COLORUSH (C~RUSH for short).

Born during the pandemic and inspired by a creative desire to shine light into dark times, CRUSH was first created by JILL SHAW (@jillshaw_music) to inject cool, knock-out shapes & a rainbow of color into what she saw was missing from the muted world of contemporary luxury knitwear. 

Saying goodbye to a past business
partnership and hello to the arrival of long-term friend & soul sister ROXANNE SABBE (@roxsabbe), has represented a new beginning for CRUSH at every level - and reflections on our journey to this point and our dreams for the future got our team thinking deep about our brand roots & DNA. Who we are, what we represent and how we want our brand to grow.

CRUSH has been a story of color from the beginning. Every season without fail, we have created a bespoke wave of soft neutrals, fresh pastels and popping brights channeled into the coolest and softest luxury knitwear around (and showcased in stores across the globe).

So - as we move into our next and best chapter yet, the CRUSH brand deepens & enriches into COLORUSH – a creative & unique evolution of CRUSH, celebrating the rainbow that has always sat at the heart of our story. 

We will still be known as C~RUSH for short - with the wave symbol '~ ' used in a playful way to note the evolution of CRUSH to COLORUSH. For those in the know, the wave is also a nod to our team's collective love for the ocean & Jill's surfer-girl roots.

Welcome (back) to the C~RUSH club. Here's to our Colorful Moments, Everyday, and the spirit to live life courageously.

Finally, a big thank you for being a part of this wild (and incredibly joyful) ride. There are so many exciting things on the horizon for COLORUSH - we recommend staying tuned for what's next.

#COLORUSH