KRAIT London is a luxury, slow-fashion brand that was established in June 2017, with a focus on sustainable fashion and female empowerment.
The London based label delivers avant-garde designs to the market, using luxury surplus and vintage fabrics from across the world.
The brand works alongside its partner companies across India, helping to support local communities by offering skills development, education and healthcare to women and children.
With a transparent supply chain and trackable clothing they bring you fashion with emotional significance and an honest story behind it. The brand creates awareness within the garment industry by bringing to light and celebrating the individual behind each piece of every collection.
It is KRAIT’s belief that the fashion industry can flourish without compromising the health and welfare of either the artisans or the planet.
The label did not start as an ethical fashion brand, but after seeing the working conditions in factories across India and horrified at the cheap labour prices, Alice van Grutten decided that this way of manufacturing would not be endorsed by KRAIT London.
Alice van Grutten started life dressing up in vintage Frank Usher and falling downstairs in her great grandmother’s shoes. At 12 she got her first Hotmail account ‘future gucci’ and things slowly progressed until she was a fashion student in Italy.
She worked for international fashion houses in London and then ended up in the London property industry. The pieces of the puzzle just weren’t fitting together anymore.
Alice quit her job, packed a small bag and got on a flight to India. It was on this journey that KRAIT was truly born. Seeing the social injustice within communities, sheer wastage of fabric and the lack of basic resources for women, Alice decided that if she was going to create a fashion brand, then the label had to give back to the people who helped create it.
As an avid traveller, Alice draws inspiration from places she has visited and their tradition, culture and politics. As an advocate of female empowerment and non-exploitation, KRAIT has these elements in its DNA.
Alice is currently planning a short feature film with a Berlin-based documentary producer. Together, they want to share with the public the true story behind KRAIT’s transparent supply chain, revealing the people behind the brand and showing how KRAIT and our partner companies help women in rural India and to compare this ethical way of manufacturing with the mass production of fast fashion.