SUGARCRAFT

Designed in USA

Formerly known as Cake, the newly reinvigorated Sugarcraft has changed more than just their name since their first inception in 2005. With a matured and re-vamped approach to contemporary street wear, the brand has honed in on design-oriented prints that satirically capture the absurdity and playfulness of the Manhattan’s party scene of the 1990s.

The two founders linked up while going to high school in lower Manhattan. Hailing from Brooklyn, Jerrit began his formal training in industrial design, but slowly navigated towards graphic and fashion design as the years went on. After deciding to quit design school, he joined Sugarcraft as Director of Operations, essentially the behind the-scenes-man. Shahed Serajuddin has spent the greater part of his life with a camera glued to his face. It’s only fitting, then, that he would extend this passion to the photo-centric design process of Sugarcraft. Shahed is the creative director and coordinates the development of each season’s lineup, from conception to photoshoots to the final artwork.