ABOUT US
Cameron
Serving soldier · Savile Row-trained tailor · Founder
Cameron is serving in the British Army and a Savile Row-trained tailor.
He has served for over a decade, including on operations.
The design philosophy behind every CRU product traces back to a specific morning on his basic training. Pairs fire and manoeuvre.
Cameron's partner went to ground with a stoppage. Cameron couldn't bound forward — the issued ammo pouch used Spanish clips, fiddly under the best conditions, near-unworkable under stress with one hand.
He spent two minutes on the ground trying to close a pouch while his partner ran out of ammunition and the serial ended.
From that morning, the principle was fixed: your kit will work for you. It will not hinder you.
Every closure mechanism, every fabric choice, every nine months spent sourcing a bespoke laminate because nothing off the shelf would do the job — it all traces back to those two minutes.
Cameron also trained as a tailor in the Savile Row tradition, under a maker who taught him to read a garment through its construction — the interfacing, the canvas, the stitch lines, the entire structure of how a piece is put together and why.
That habit transferred directly. Every piece of kit that comes into the workshop gets reverse-engineered the same way — what did the maker prioritise, what did they cut, what can be learned from the decisions they made. Most kit designers don't have that lens. Cameron applies it to every product CRU builds.
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British Army with operational experience
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Savile Row tailoring tradition — construction, materials, craft
Aslan
Working DoP & Camera Operator · Co-founder
Aslan is a working DoP and camera operator who started in the stunt department and has spent his career operating on professional sets.
He is half of CRU because he is the customer.
When Aslan first used CRU kit, his reaction was the same one that has since come from every customer who has put it on: he hadn't known his old setup was a problem until he had something that wasn't.
Bottle swinging off the belt. Cable-tied attachments. Slowly sagging elastic on a chest rig harness. Things absorbed into "how it is" that turned out to be fixable.
Rather than start his own brand, he chose to build under CRU — because the product was already right, and because the partnership made it something neither founder could build alone.
Cameron brings the operational standard and the craft. Aslan brings the industry — the set experience, the credibility of someone who does this work every day and chose CRU for his own kit.
Between them, one half of CRU lives the standard the product is tested against. The other half lives the working day it is built for.
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Working DoP and camera operator — professional sets
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Started in the stunt department
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CRU's embedded customer voice — uses what he helps build
The larger mission
KIT CULTURE, IMPORTED
IN THE INFANTRY, KIT IS A SERIOUS TOPIC.
IN FILM AND TV, IT HAS BEEN AN AFTERTHOUGHT.
In the infantry, kit is a serious topic. People take pride in their setups. Peer-to-peer knowledge is shared. Other people's kit is studied, discussed, learned from. A soldier putting on webbing before a patrol has a ritualised relationship with their equipment — the seating of each buckle, the check of each pouch — that marks the transition from off the clock to operational.
Film and TV crews operate under the same pressure, to the same standard, for the same long hours. That transition moment exists on every set, every day.The kit most crew carry was never built to meet it. CRU exists to change that.
The product is the entry point. The standard is the point.
The concept
UNCOMPROMISED EFFICIENCY
The concept came from a specific problem. In the infantry, kit that fails you isn't an inconvenience — it costs time, and time costs lives. That relationship with equipment — the expectation that it will work, every time, without thinking about it — is what Cameron brought to CRU.
On a film set, the demands are different but the logic is identical. You are a skilled professional operating under time pressure in a high-stress environment, expected to perform to the same standard on hour fourteen as on hour one. Your kit should meet you at that standard. Most of what's currently available doesn't.
CRU exists in the gap between those two worlds.