Devil Kroell studied in the Fashion Department at the University of Applied Arts Vienna as well as at the Vienna University of Economics and Business. She was a member of Jean-Charles de Castelbajacs creative team and worked for the Richemont Group in Paris (Cartier, Dunhill, Van Cleef & Arpels). Since 2002 she has worked as a freelance designer for Coach, Jil Sander and Louis Vuitton in New York. In 2003 she first presented her first own-brand collection in Paris. The label produces bags, shoes and leather accessories to international acclaim. Her unusually architectonic design approach helped her win numerous international awards. In 2006 she opened her first label store in New York City, in spring 2009 a second one. Her designs are characterised by a perfect finish and are also easy to combine.