“Crack” is the sound of something breaking, and it marks the beginning of everything: the act of breaking what already exists in order to give it a new life.
Simon Cracker was founded in 2010 from an idea by Simone Botte—art director, stylist, and researcher of fabrics and prints—as an upcycling fashion project. The brand gives a second chance to forgotten garments, deadstock fabrics, and materials discarded by others, transforming waste into value.
Fashion is approached from a divergent perspective, favoring individuality over stereotypes. The brand’s values are rooted in creative limitation as a catalyst for imagination, and in the belief that clothing should be valued not for its price, but for the stories it carries. Upcycling is not treated as an aesthetic or trend-driven choice, but as an ethical one. Through this process, the narrative evolves season after season.
Garments are conceived without seasonal or gender boundaries, existing outside conventional fashion cycles.
Simon Cracker is not just a clothing brand, but a shared way of thinking. It is sustained by the Cracker Crew—a community of remarkable individuals who make the project possible. Everyone who orbits around Simon Cracker contributes to its existence, reinforcing a collective vision that goes beyond fashion.
Over the years, Simon Cracker has collaborated with a wide range of brands and projects, including Kappa, Dr. Martens, Crocs, Australian, Sue Clowes, Teenage Mutant Ninja Turtles, Bivio, Ragged Kingdom by Jamie Reid, Laboratorio Riciclo Pelle, Ansia, Gaia Segattini Knotwear, DaQuy, and The Complainers.