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CRUEL is known as a high quality, rodeo-performance, fashion-forward brand that meets the athletic demands of any active cowgirl. Denim is the cowgirl fashion staple, and CRUEL lives to highlight your confidence with a “cruel” design that mixes sassy, sexy, independent, and authentic qualities. A CRUEL girl possesses an independent spirit and confidence that can’t be crushed. She knows who she is, where she came from, and is determined to get where she is going. There’s no denying her competitive nature either in the arena or on the battlegrounds of fashion. CRUEL wovens, shirts, denim, and accessories live to make you comfortable and confident in any situation. [+]