To our dear CRUSH Club

We are back, baby! It’s taken a little longer than we hoped, but CRUSH is back online with a fresh new aesthetic to mark our new dawn as a female-run and fully independent, Belgian brand.

I founded CRUSH during the height of the pandemic in 2020, with a mission to inject laidback, contemporary shapes and a rainbow of color into the world of fashion. Starting under the helm of a larger UK business, we made waves across the world in our first three years of trading, landing iconic stockists from Harrods in London to Sak’s Fifth Avenue in NYC as well as so many gorgeous boutiques.

However while chasing the dream, our team felt CRUSH was losing it’s voice and we weren’t always able to do the things we wanted to grow CRUSH in a way that felt true to my intentions as founder and designer. It was time to spread our wings.

A surprise opportunity arose in early 2023 for CRUSH to go things alone. So, with the support of my friend (and now co-founder!) Roxanne we jointly took over 100% of CRUSH and took a scary but very exciting leap of faith - completely restructuring the business and going back to our roots as an independent, Belgian ready-to-wear brand inspired by a surfer-girls lifestyle with transparent and responsible production at our heart. It’s been a rollercoaster with a few mountains to climb  - but it feels completely right and we are so excited to welcome you back on our adventure.

As a thank you to our CRUSH club for their love and support and to celebrate the return of CRUSH online and the dawn of our new chapter, we are offering 20% off all online purchases until Midnight Sunday 11th June 2023. Just use code RETURNOFTHECRUSH at checkout. 

Here’s to our colorful moments, everyday.


Jilly & Rox