Beige Crü. You’ve seen the clothing, you’ve seen the brand doing things online, you’ve seen some key UK heads shouting it out on Insta, but you perhaps haven’t thought about who runs it, how they make it work, or what the brand is all about.
We wanted to do those things, so we had a chat with Jake Ellis all about Beige Crü. We also collaborated on releasing their new video Lightwork v.1, filmed by Luke Duffy around Bristol with the likes of Harry Mills Wakley and Emerson Morgan. Too classy. Read on, watch on…
Riding photos by Clint Vancliff Product photos by Crü
Q&A with Jake Ellis
– Hey Jake. Give us a quick description of Beige Crü, what’s it all about?
Crü is all about having a collective platform for us to showcase creativity both individually and as a group. Whether it’s riding, photography, videos or the clothes we put it, it’s all been part of a natural progression where the business has grown organically and leaned into each of these mediums.
– How much work goes into having a brand like this and releasing a whole new clothing collection?
To be honest (and as cliche as it sounds) it never feels like work, but I suppose it is in a way… Talking about the clothing specifically, we really just try to do our best to make clothes that we would personally want to wear and then open that up for other people to rep the brand and be a part of it. When releasing collections, we pay attention to detail and try to think responsibly about how we conduct ourselves. For example, we sourced the basic tees (that we have run in every collection) specifically to be a bit more environmentally friendly and have been exploring different ways to produce better ethical and sustainable products since the very start.
Every collection has come together naturally and the fact people are repping it just makes us really grateful and motivated to keep making more. Of course there’s a lot of logistics and organisation involved but as a group we collaborate really well and just get it done.