Luxury + Ethics = New-Luxury

Amsterdam/Milano/London May 11th 2017

Crafted Society was born in Italy and developed in The Netherlands. The brand is the creation of Amsterdam based, husband and wife fashion couple; Martin Johnston and Lise Bonnet. They set out more than 18 months ago to fuse their passion for high quality, handcrafted, lifestyle products with a goal of creating positive social impact.

Crafted Society; a responsible luxury lifestyle brand fusing exquisite craftsmanship with positive social impact – leading the way in the category of “New-Luxury”. The brand is driven by a noble purpose to “keep the crafts alive” and specifically, Italian crafts, which they have focused on for the launch of their first collection.
They are committed towards transparency and openly platform each of their artisans and supply chain partners. It is the goal of Crafted Society that this transparent approach will eventually create more business and ultimately create more employment opportunities for the artisans and their local communities while simultaneously providing the consumer with full disclosure of their operations. This way of conducting business is what the brand have classified as New-Luxury and even have a manifesto on its meaning, on their website.

The idea came to the English entrepreneur after accumulating years of experience at the top of the fashion world (Toms, Perry Ellis, Crocs, Vf Corporation, Aquascutum London, Adidas and Tommy Hilfiger), so he decided to put into practice his idea, along with his wife Lise Bonnet, co-founder and Creative Director, of the family business.

Johnston’s goal is as ambitious as it is possible: luxury (defined by the finest quality garments and accessories made by the best-in-class Italian artisans) meets social responsibility.

“Crafted Society is a luxury brand for a new generation of socially conscious consumers, exquisitely fusing craftsmanship with positive social impact. We want to use Luxury as a positive force for good, which is why we are championing the New-Luxury ethos.” – says Martin Johnston, father of two small children, to whom he dedicates his business.

The core mission is to preserve and maintain a Crafted Society; which is where the name originates from.

As a purpose-driven business, the brand directly funds its positive impact programmes and walks its “luxury for good” talk, by donating 5% of net-revenues, directly to the causes it partners with.

To support their goal to pass knowledge to the future generations, they have teamed up with the acclaimed Fondazione Cologni in Milan. The Foundation was started more than 20 years ago by Franco Cologni to preserve craftsmanship as we know it, but more importantly support the funding of apprenticeship programmes with true Master’s to ensure their skills will live on into the next generation. More information on the partnership can be found on and

The brand has now revealed its first collection of buttery-soft calfskin leather sneakers, a compact Italian selvedge-denim range, an offering of the original Panama hat and an artist-inspired cashmere/silk scarf capsule. Every product is 100% Made in Italy. They have sourced from Italy’s leading material suppliers both on product and packaging and have left no stone unturned in their commitment to return the label “made in Italy” back to its rightful place as the world’s stamp of approval for the highest level of quality and craftsmanship.

To exclusively shop the brand’s offering and to learn more of their noble efforts to preserve artisans and fine craftsmanship visit
In May 2016 Crafted Society have launched a unique collaboration with the Milan-based artist; Roger Selden. The brand has commissioned new work from Selden for a limited-edition set of woven cashmere silk scarves, expertly crafted by the brand’s partner Lanificio Arca. The capsule collection, which bare’s Selden’s art, have been offered in neutral and fresh summery tones. Only 250 scarves per colour have been made available for worldwide distribution. In keeping with the brand’s mantra to use Luxury as a force for good, 5% of the net-revenue of all scarves sold will go to Selden’s chosen charity partner; Inter Campus. Inter Campus is the charitable arm of the world-famous football club, FC Inter Milan. For more information on the partnership visit , Roger Selden.
For contact information please contact:

MY-PR Milano Press Office
Attention: Laura Rigodanza/Silvia Bogani
Tel: +39.02.54123452

Crafted Society BV
Attention Martin Johnston/Lise Bonnet
Tel: + 31 6 13 84 27 72

Modus Publicity
Attention: Julian Vogel