CASH CA began life as a womens knitwear brand in 1999, founded by Craig Alexander while he was consulting for premier British companies such as John Smedley and Margaret Howell. His modern design approach and attention to detail has had a tremendous effect on the British knitwear industry.

In 2010, Kazuki Kuraishi joined CASH CA to direct a mens collection. His simple and clean wardrobe inspired a new phase for the label and the casual wear industry in general. He continues to work for various creative projects, including 'Product Manager' for Adidas