What came first? The idea of doing a Pop&Rock issue, or the desire to interview Maroussia Rebecq, the founder of the Andrea Crews Collective? We can’t really remember… One thing is for sure, this is THE eco fashion designer who best represents that indie and rebellious spirit that qualifies the best rock bands! An Andrea Crews fashion show can begin with characters masked from head to toe, continue with women dressed in gowns made of hair and finish with a massive strip party so infectious that the audiencestarts joining in! In the Andrea Crews flagship studio/store in the Pigalle neighborhood of Paris, the creative madness continues with people of all ages and backgrounds digging into tons of discarded clothes to create unique pieces that will be sold through all kinds of channels, from the Internet, to charity shops but also at Colette, the Paris temple of trendiness. And despite – or should we say because of – this rock and roll spirit and artistic, unpredictable universe, Andrea Crews still attracts some big mainstream brands who have asked her to reinvent their stock in a co-branding approach such as Nike. On an airplane between France and India, running between projects, Maroussia Rebecq took the time to answer a few of our questions.
Eco Fashion World: Where does the name Andrea Crews come from? Who is Andrea Crews?
Maroussia Rebecq: Andrea Crews is a masked character, anyone wearing the mask can become Andrea, it’s an international name that can belong to a man in Germany or a woman in Italy. Crews is for a crew, but it also has that international vibe (Penelope Cruz, Tom Cruise…). In the end, Andrea Crews is a collective with multiple facets and collaborators.
EFW: How do you come up with the concepts for Andrea Crews?
MR: Everything can be a source of inspiration. Right now I’m on a plane heading to India and looking forward to this new inspiration.
EFW: Andrea Crews has collaborated with several musicians such as Yelle, Sanogold or Katerine, how do these collaborations come about? Which other musicians do you dress?
MR: We meet people through friends, night life, we party, we dress, we undress, we sing! At the moment, we’re dressing Olivia, the sublime singer of The Do, and the Twin Twin’s, they are the next big thing!
EFW: You’re the queen of recycling, so what happens to all the clothes that aren’t getting sold in shops, at the end of the season? Can you tell us about the collaborations you do with brands such as Nike or Article 23 to reuse their dead stock?
MR: I think that these unsold clothes will end up being sold on online bargain sites… We develop collaborations with certain brands to recycle their stock. It allows brands to give a second life to their collections with the added bonus of a unique, artistic touch. For us, it means more materials to play with and transform, plus, by creating associations with well known brands, we open ourselves to new customers and that’s very interesting.
EFW: Today, you’re starting to create clothes from new materials with a fair trade project besides your collection of recycled garments. Can you tell us more about that?
MR: Of course we would prefer to work with organic fabrics all the time, but we also use “made in china” and synthetics for the recycled collections. We take our inspiration from the history of the brands we co-create with for the capsule collections.
EFW: Just as Andres Crews is starting to work with new fabrics, you’re setting up the Summer Fashion Workshop, to teach others to reinvent second hand clothes…are you creating a DIY army to fight “fast fashion”?
MR: Before being a brand, Andrea Crews is a movement, to get the style, we show you the technique. That’s what the Summer Workshop is about, it’s a way of sharing our know-how with others. Even thought we’re the opposite of “fast fashion”, I can assure you that we’re going to produce very fast, in an explosive creative dynamic! Some of the results will be exhibited at the beginning of September at the Galerie Joyce in the Jardins du Palais Royal in Paris.
EFW: What else do you have cooking?
MR: A silk painting workshop with kids from the favelas at the beginning of September. The launch of the basic Andrea Crews Jogging suit “Jogging Around the World” at the beginning of October at the Jeu de Paume in Paris, we will present the new Indian version!
ANDREA CREWS IN ITALY
written by FASHION VICTIM STORE, March 29, 2010
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