Azsa was created when our founder, Johanna Crafoord, wanted designer clothes in regenerative materials. She was looking for a brand that she could defend, one that responds to the health questions and political controversies of the 21st century. Alas, not seeing any brand doing this she set out to build it herself.
Every design begins with an exploration of a material. We see the design come from the materials' natural form and foldings, rather than moulding a material to fit a design. It is a resource based approach. Exclusively working with materials from regenerative agriculture or surplus stock, we make timeless pieces meant to last for generations.
VISION
Azsa's pieces are a direct representation of the meaningful relations we have with our producers. Freedom to us is offering pieces that you feel a connection to Earth in, at the same time as you look fab. We envision a future where design, human and nature are one.
MISSION
Azsa sets out to provide design that does not compromise human health or nature. Pieces of materials grown in regeneration of the land.
VALUES
All our pieces are a result of the relationships we have with the people we work with. Both material producers and those in our studio. We stand for equal opportunity, diversity, and environmental mindfulness, combined this builds long term sustainability.
FOUNDER STORY
Azsa was founded by Johanna Crafoord in London 2026.
With a meaningful experience of healing her body with help of nature after a severe horse riding accident at age 12, and using similar techniques to treat an autoimmune disease in her 20s, she saw the need for design to resonate with both her style and her values. Azsa is a project bringing these together.