“It’s way more than a brand…”
Who da hell is
Cruel Pancake?
Cruel Pancake is above all a state of mind, a "mood", a "vibe"! Through this project, which took 3 years to build, Hugo Philip not only decided to create a unisex clothing brand, Adult & Kids, but above all aspires to create a community of "Pancakers" who share the same values as him and whom he wishes to embark with him in his entrepreneurial adventure.
2021 HERE WE ARE!
Inspired by his travels to Los Angeles and the people he met, he immersed himself in the Californian lifestyle, drew inspiration from it and created a brand that was true to his personality and his optimistic outlook on life.
Breaking the codes, not worrying about what others think, expressing your energy and your "good mood" through your style, that's Cruel Pancake energy!
Take a fashion enthusiast, a thrift store hunter, a "smile", palm trees and sunshine, mix it all together, add an inspiring entourage, a dynamic and motivated team...
Cruel Pancake is OUT!
Express your uniqueness and style
With a unisex vision, oversized cuts, and an energy steeped in and inspired by urban culture, Cruel Pancake allows everyone to express their individuality and style through a shared wardrobe. In a nutshell, the desire to create strong pieces with modern designs, refined lines, and fair prices.
Based on responsible production, the brand is committed to exemplary conduct and to offering quality clothing made in workshops with real expertise.