How an idea from two founders became one of Germany’s most exciting fashion brands.
What started as a digital phenomenon became very real on March 28th: cfab, which grew up as Creamy Fabrics, opened its first brick-and-mortar store in Wertheim Village. The next pop-up will follow in Ingolstadt Village on May 16th. A next step in the rapid development of a brand.
Founded in 2023, cfab is now one of the fastest growing fashion brands in Europe. Within less than two years, the brand has achieved remarkable visibility – so much so that today almost every second woman in Germany knows cfab. This was made possible by a clear brand identity, a deep understanding of the target group and an uncompromising social-first approach that has made cfab an integral part of the digital fashion cosmos.
The founders: Fast, approachable and consistent
Behind cfab are the two founders Emre Girkin and Yasar Can Özkan, who have consciously combined their experiences in e-commerce, brand building and community-driven business. What they have in common is a shared understanding of speed, consistency and direct dialogue with the community.
Both founders have been closely involved in day-to-day brand management right from the start – from product development and communication to campaigns and store concepts. Decisions are made quickly, tested and implemented immediately. This pragmatic yet ambitious approach is a central success factor for the brand. From the beginning, cfab was not built for the market, but with the community. Feedback from social media flows directly into product optimization, product range decisions and storytelling. Proximity, credibility and authenticity are not marketing buzzwords, but rather lived practice.
“cfab is one of the fastest growing fashion brands in Europe. In less than two years we have achieved a brand awareness that means that almost every second woman in Germany knows us today. The store in Wertheim Village was the logical continuation of this – at the right time, in the right place.” — Emre Girkin, CEO of cfab
“We make quick decisions and implement them straight away. This is exactly how cfab has grown. The stores have also emerged from this mindset: efficient, clear and with high standards. For us, it’s always about making things tangible – digitally and physically.” — Yasar Can Özkan, CEO of cfab
A boutique that brings the brand’s DNA to life
The new cfab pop-up store in Ingolstadt Village covers around 31 m² and translates the brand’s visual and content DNA into the physical space. On site, customers can discover, try on and experience the brand’s pieces – from shapewear to bodysuits to underwear essentials.