HISTORY 



1974 As a player from the early days of professional football, Cruyff simply could not get used to certain things. Being told what to do or wear was one of them. This daily discomfort inspired him to start his own sophisticated sports brand in Barcelona, 1979. He wanted to eliminate frumpy sportswear for good. In 1982 Cruyff started collaborating with Emidio Lazzarini, the Italian designer who first introduced functionality and elegance to the world of sportswear. 

BRAND VISION



Cruyff understood the power of appearance and style better than anyone. On the field, Johan’s presence, poise and focus intimidated and dazzled his opposition. Away from the game, sharp and stylish dressing was part of the Cruyff trademark. Johan’s style of dress and choice of accessories his car, shoes, watch and even the furniture in his house expressed a certain personal strength and confidence. 

BRAND PHILOSOPHY 



Cruyff is about discovering what you are good at in life and having the focus and determination to get there. It is about aspiration and ambition; the thrill of being in control of your world and the energy and excitement of moving up. The essence of the Cruyff brand is taken from Johan’s personal philosophy: 

‘Life is all about working on becoming the best possible version of yourself.’