MADE IN GREAT BRITIAN: CREDAU

Potassium is pleased to announce the launch of Credau, a unique men’s wear line made in Great Britain with a touch of French panache.

Credau is not just a label; it's a style motto, with a responsible and skilful approach to product. Standing against the throwaway culture, we focus on the long-term and embrace the idea of 'new decency.’ We believe in integrity and longevity through quality work and recycling.

Blending Gallic elegance with a Saxon spirit, the collection is stylish and timeless. Our designs explore the new possibility of casual tailoring with a dedication to fine, functional details.
Opting out of mainstream, we make inspirational clothes dyed in a unique and expressive palette of muted darks and brights. We combine clean high-tech digital printing with rough traditional garment dyeing. The colours will age and fade and grow a unique character over the years. It's our freestyle approach, a touch of raw on engineered designs and computerised prints.

Created by French designer Aude Lesur, Credau is an east London based label with manufacturing in the historic textile area of London. Colour dyes are mastered by London based professional dyers ensuring all products are garment dyed with unique colour recipes that are safe on the environment. Only 100% cotton is used for the main body of the garments and fastenings are metal rather then plastic, with occasional silk trims for cuff linings or hanging loops. Credau believes in minimising carbon footprint by sourcing fabrics from West Yorkshire, and digitally printing in Wales. Digital printing uses 50% less water then traditional screen printing. Care labels are woven in Pembrokeshire to continue the support of traditional British manufacturing. Paper packaging and even office supplies are sourced from recycled materials and poly bags to protect garments in transit are biodegradable.

Credau is available in store and on line now with prices ranging from £26 for an appliqué tee-shirt to £164 for a tailored jacket.

Credau was recently worn by eco-artist Jude Smith of The Phoenix Rose along with other items from Potassium.

Credau is part of Potassium’s autumn winter 2009 focus “MADE IN GREAT BRITAIN.” Other labels being launched shortly include Julia Smith and Frank & Faith women’s wear.

it's been a while...

I guess it's been quite a while since the last update. Since then it seems that lots and lots of weird and wonderful stuff has happened.

Today we appear to be living in a very different world to that of 12 months ago. The phrase "credit crunch" entered the zeitgeist of the noughties and adjectives like "merchant banker" fell in to the realm of expletives. House prices fell as did interest rates, unemployment rose, and the Great British Pound suffered a severe knocking. For the latter I only quite realised during a trip to France for a couple of friends' wedding when suddenly a packet of ciggies became expensive. This has prompted me to cut down on my 40 a day habit and wear patches - cheaper and better for my lungs. Bonus!

As yet it feels like the dust has not completely settled. It seems no-one wants to spend or rather no-one should be seen to be spending. Everyone has suddenly become quite frugal switching pints or even pubs because they are cheaper. I myself have been buying the "value" ranges at my local Morrison's because suddenly it's not that the quality is really any different but the excessive beautiful, often non-recyclable packaging, is no longer enough to make me spend sometimes double that of the "value" range. Dining in is the new dining out, and 3 for £10 offers on quite quaffable wine has replaced the 3 bottles of wine at the bar philosophy.

Is this all a bad thing though? From a business point of view don't get me wrong it is. Business is tougher then I have ever known in my 20 years in retail. But I'm hoping that there will still be a few things that will encourage people to come in and spend in the store, thereby helping me pay my mortgage and the mountain of debt involved with any small business.

The first is of course product. Ranges by Original Penguin, Kuyichi, and Matt & Nat continue to push the creative envelope. The ethics and materials employed by these labels speak to a longevity in terms of design and lifespan. They replace the disposable attitude we were encouraged to adopt in the nineties and noughties, and replace this with long-lasting quality at a fair price. A price that covers the rent rates and expenses of retail, wholesale and manufacturing operations. The global shift in the attitude to credit means we are more likely to spend only what we have in our wallets and purses and to spend wisely on investment pieces.

The second is "service." I hope that everyone who visits the store or buys on-line enjoys their time with us and leaves feeling appreciated. Last month we opened our website to international business and have since shipped to Greece, France, Austria, Canada, Austrailia and the US. We aim to dispatch orders the day that we receive them and quite often people notice that the store shuts for 5 minutes just before 3pm when I run to the postbox to make sure as many as possible deliveries get there the next day within the UK. In store, there is no pressure to buy. If something really does not look good I promise I will tell you. I would rather that you left happy with what you bought rather than unsure. Somewhere I'm doing something right because a number of you return, and frequently, often bringing friends in too. It's important in this day to spread the word, it's a way for small independent businesses to survive.

Thirdly, price is of major importance not just to our shoppers but to us too. We look at products and price them based on what we as consumers would pay for them, not just standard margins to make the accountant happy. We keep our overheads to a minimum, cost-cutting wherever we can on our expenses so that the savings can be passed on to you. Sounds like a a big corporate speaking - the difference here is that we are not screwing the manufacturer or wholesaler on price, because our relationship with them is one of trust. On a recent "recky" I noticed that prices in some of the larger department stores are as much as 12% higher then the same item in our store, which just goes to show it's always worth while supporting your local independent store.

Forth is location or position. Three and half years ago we committed to a quiet little back street in London's West End. The appeal was the "vision" of The Portman Estate to refurbish and regenerate an area christened "Portman Village." Some time later the work is almost complete, well at least the major projects. The street caters, literally, for those wanting French, Lebanese, Iraqi, Austrian, or Mauritian foods, serving ales from a small brewery and some big name boys. From the street you can fly around the world, get groomed before you go, resolve any tax and accounting issues, and even redecorate your home. With the pop-up art galleries you can adorn your walls with unique inspired pieces and at Potassium you can clothe and accessorise you and your home with modern men's and women's ranges, all with an Eco or ethical flavour. What all of the small businesses here need though is your continued support. Like us they have great product, fantastic service, and offer real value for money. Perhaps this is a different time, but the interesting thing is that we really have gone back to values that once upon a time made us a nation of shopkeepers and shoppers.