Izzie Crew

Someone who I noticed to have taken their brand to a really personal level is Izzie Crew. She relies entirely on her own experience and her own beliefs, which I think makes her product so special.

Having an objective outside the sportswear design – encouraging people to be more active in order to increase their ability at an older age – she uses her brand as means to achieve her goal.

The problem she is struggling with is finding the balance between her love for sports (mentioning the gym in particular) and her self-consciousness and desire to look good and always be dressed in an appropriate way. So what I feel she does is bring this personal experience to the core of her project, trying to solve a difficulty lots of other people are struggling with as well.

Observing other sports brands’products, she can easily see what is missing – style, color, this smart look she is searching for, therefore her need to create clothing that is versatile, contemporary and time-saving.

Her brand ‘Erduz‘ is aiming at today’s busy woman, who can easily switch between gym and office desk and who, like Izzie herself, is conscious about both her looks and her health. After all, that is all her concept is about – balance – seen as the balance of a bridge, balance of shapes, minimalism and simplicity (also balance), and balance in everyday life.