The fundamental concept behind the brand is “crack”. It symbolises the idea of destruction as transformation: breaking something that has lost its value in order to give it new life. The sound of a crack marks the beginning of something new: the breaking down of something existing in order to reinvent and regenerate it. Simon Cracker is an upcycling clothing line that breathes new life into forgotten garments, deadstock fabrics, and discarded materials. The brand takes a creative and sustainable approach to fashion, transforming these materials into unique and contemporary pieces. The brand transcends traditional fashion logic: each garment is more than just clothing; it is an expression of movement, attitude and personality. PUNKINDNESS has been part of the brand’s DNA since its foundation. The entire creative process and garment production takes place in an environment defined as a refuge, without hierarchies and with total respect for the individual. In a world where people shout and hurl insults at each other, the true punk gesture is a hug or a thank you. Studs are replaced by lace, and shouting gives way to gratitude.