Bruxe

Completely independent, 100% owner operated and distributed…

In our time it appears to be difficult to come up with original ideas – that is, it seems as though everything’s been seen and done whether it be in fashion, arts or culture. But somehow Oli and Mer Van Roost, twin brothers born in Bruxelles now living in Montreal, managed to escape from the overriding mainstream mentality and come up with unique new lines of premium accessories.

This edgy duo has worked for years under Rekognize Design, having created new lines for a number of companies in fashion and action sports lifestyle including: Drop, Rome Snowboards, Dakine, Endeavor, Orage, Lifetime Collective, 686 as well as other smaller companies. Oli was also the creative director and head designer at Drop, and stayed in that position for six years, while Mer was the marketing director for the same amount of time. It is through designing projects for other companies that Oli and Mer got the inspiration for their own. They came to realize that they would often create shifts in designs in the industry at the time, but that people still wouldn’t take enough risks. Every new season, Oli and Mer would be sitting on their best designs. Shortly after, the twins took action and decided it was time to follow their vocation and fill the void in the pack / accessories Market – hence BRUXE.

BRUXE’s goal is to bring a quality lifestyle brand that focuses on the customer’s lifestyle. Mer and Oli are using their decades of experience crafting garments and accessories, as well as building brand image and ad campaigns for skateboard and snowboard companies, to plan out their marketing and sales strategies for their upscale bag and accessory lines. The objective is to identify with the customer and to provide him/her with the right product. While skateboarding and snowboarding remain great influences, the duo’s main focus is design and street culture.

BRUXE is driven from fashion and lifestyle. Although it assigns importance to functionality, it shifts the backpack market away from outdoor driven designs to a more fresh and innovative street/skate wear aesthetic. It takes risks by building original line products from innovative fabrics, aesthetics and quality.