Inspired by the muses and named for crystals, Crave Collection is the soulful debut textile line from The Crave Collective. Designed for upholstery, drapery and wall applications, each of the five fabrics brings together luminous texture and refined craftsmanship.
Cannon Schaub, founder of The Crave Collective, joins us this week to discuss how this collection came to be.
Raymond Paul Schneider: When did you first start developing this new collection?
Cannon Schaub: The seeds for Crave Collection were planted many years ago. I’ve been representing other artisan workshops for a decade, but in Fall 2024 I felt a call to create something deeply personal — a textile line that embodied my love of craft, beauty, and the unseen energetic forces that inspire design. My background working with artisan makers meant I already knew what the market was missing — and craving — so bringing this to life felt like a natural evolution.
RPS: What was the overall timeline from conception to final design?
CS: It took just over a year — from concept work in 2024 to final samples in hand by summer 2025. One of my early meetings with a sample maker predicted I’d bring it to market quickly, and I did. It was a true labor of love and devotion: mill meetings, yarn trials and refinements to color and texture until each fabric felt alive and aligned with its inspiration — the Muses. It’s the most creative I’ve felt in years, and that energy has permeated every part of my life.
RPS: What was your initial inspiration, and where did the idea(s) come from?
CS: The collection was inspired by the Muses and the mineral world — each fabric is named after a Muse, with colors paired to a crystal energy. I wanted to create textiles that don’t just adorn a space but elevate it energetically — fabrics with soul, story and resonance. As a Crystal Healer and Reiki Master, this was a natural merging of my two passions: interior design and energy.
RPS: Describe your overall creative and design process.
CS: I begin with vibration and feeling — a color, texture, or energetic quality I want to evoke. I knew right away I would create five fabrics, and a mix of sheers, drapery/wall upholstery weight and upholstery weight fabrics. From there, I translate that essence into material form by working in partnership with some of the finest mills in the world. Each fabric moves through several iterations until it achieves both the color palette that inspired me and the visual poetry and tactile luxury I’m after.
RPS: Did you have a specific audience or theme in mind?
CS: Crave Collection is all about foundational fabrics that elevate interiors — the perfect complement to a designer’s scheme. The collection was created for interior designers and clients who crave meaning behind material — those who value artistry, intention and depth. It’s for true textile lovers, the ones who obsess over the back of a fabric as much as the front. It speaks to the quiet luxury of spaces that feel both refined and soulful.
RPS: What methods, tools, and materials did you use to develop and prototype this design?
CS: I partnered with family-owned heritage mills in Italy and the U.K., working with chenilles and the finest fibers to create dimensional fabrics that tell my story. The foundation of the collection is Clio — a moiré slub. I’ve always loved a moiré, and Clio captures that luminous movement in a way that feels fresh and modern. The sheer, Hera, a Fil Coupé, brings a lightness and shimmer that beautifully balances the line. Every prototype was refined before production to ensure both technical integrity and sensuality in the hand.
RPS: Did you use any new techniques or technologies to conceptualize or create this product?
CS: Yes — the upholstery and drapery fabrics are created with digital jacquard mapping, which allows for painterly movement within a repeat. It’s a blend of ancient inspiration and modern innovation — technology used in service of artistry.
RPS: Were there any challenges that influenced or changed the final design?
CS: Absolutely. Translating intuitive, emotional inspiration into measurable, repeatable production is always a dance. For example, I received the yardage at the end of June and quickly did a photoshoot with the crystals that inspired the collection, so my graphics team could begin work on the website while samples were still in production. During that shoot, I discovered I preferred the reverse side of one of the fabrics to the original face. After discussions with the mill — and an overnight package that arrived while I was on a spiritual adventure in Ireland — the decision to reverse the fabric was solidified. The collection evolved through those moments of surrender, and most importantly, it confirmed for me that my intuition is always correct.
RPS: Describe your brand’s overall DNA and ethos.
CS: The Crave Collective — and now Crave Collection — is built on reverence: for craftsmanship, for beauty, and for the unseen energy that animates all great design. It’s about bridging the spiritual and the material — creating textiles that not only look exquisite but feel alive, allowing their energies to enrich and enliven every space they inhabit.
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