BRAND STORY

The brand is founded by a designer couple.

Yi Hsuan Tsai

Graduated from the Academy of Art University and moved to New York soon after. While working for Calvin Klein 205W39NYC she was introduced to Belgian stylist Olivier Rizzo. She then worked for the brand Calvin Klein by Raf Simons and Prada as styling team assistant.

Kwai Yuen Chan

Graduated from Parsons School of Design majoring in fashion and focusing specifically on Menswear. After graduation, he was employed to work at for RAF SIMONS 2018A/W in New York and was chosen by CFDA as one of the elite graduate designers of 2018.

ABOUT

‘CREMA’ translates to the rich layer of foam that floats on top of a cup of espresso. The quality of a perfect cup of coffee is characterized by the immense richness of the Crema and its immaculate blend to the coffee.

For the brand founders, coffee represents their attitude towards life and Crema represents one’s inner aesthetic. The blend of these two displays the founders’ vision and approach towards life as well their artistic persistence.

Having both a designer and a stylist on the team, the concept of design is centered around the idea of diversity and inclusiveness. The brand also aims to merge materiality with creativeness, creating a sense of balance, delivering both the beauty of simplicity and complexity at the same time.

‘ISH’ is a colloquial suffix used to describe ‘having touch or a trace of…’ and used by adding it at the end of a noun or adjective. Crema represents founder‘s daily life and aesthetic. When the ish is placed behind, CREMAISH symbolizes a “yearning towards”, hoping it can bring the customers products that they have a yearning for on a daily basis.