It’s time for the LacednLit Friday Focus where we take a deeper dive into some of the lesser known streetwear brands on the come up. This week we had a chance to sit down with Alexander Nevsky, the creator of Cult Brand.
About the Brand
Cult Brand began their movement in spring 2018. The NYC born and based streetwear company caters to the esoteric and sophisticated male and female follower, putting a strong emphasis on both art and creative culture.
Alex, what’s the story behind the name Cult Brand?
New York City is known worldwide as not only an ethnic melting pot but also as a cultural melting pot. The cross-pollination of these countless cultures begat multitudes of subcultures, which begat sub-subcultures and so on, until everyone has their own little cult of like-minded kooks. Cult Brand celebrates this cultural hybridization. Plus the name also obviously refers to a brand that has a cult following so hopefully it's like some sort of self fulfilling prophecy!
I’m looking at your recent releases and I have to ask where do you get your influence from for your designs?
My designs come from a combination of my artistic background and as someone who grew up in this crazy city. I was the director of a Lower East Side art gallery for a long time and I’m really into all the organic creativity that takes root and grows out of NYC. Right now as you can tell I’m all over the place and just trying to build the brand. In the future we will be releasing themed collections to help us get organized a bit more, but art is art. Sometimes it just happens. What you see in our collection is kind of like a sample of all the different directions we can go, but there is still a conceptual and stylistic thread that ties everything together on some level.
Looks like you’re concentrating on tees and hats at the moment. Any plans to do other products?
Yes. I want to make this a complete product line, not just shirts and hats, but sweatshirts, hoodies, beanies, outerwear and pants. I have an idea for a great line of industrial style work shirts. We just needed to crawl before we walked so yeah, plenty more on the way.
So speaking of brands are there any brands that inspired you in the past?
I was rocking what everyone else in New York was, you know Polo, Hilfiger, Nike, Northface, Timberland, etc.
Don’t you think it’s amazing that those brands have made such a strong comeback?
It’s truly a renaissance. All that stuff is coming back into style now because you have so many folks who couldn't afford to splurge on all that back in high school. Now they're grown and have the money to buy all the dope stuff they always wanted.
What streetwear brands do you respect today?
I’m a big fan of Supreme of course. I don’t really wear Supreme, but I really respect how they started small and let the brand develop organically into what it is today. I saw it happen slowly in front of my eyes over the past 20 years. A few more that I follow are Noah, Human Made, Double Rainbouu, and a bunch of others. There's a brand I saw on thedrop.com that I was not familiar with called 'Dope'. I really dig their bold styles and color combinations.
Checking out your IG, you have some really great lifestyle images. My guess is lifestyle is a big influence for Cult Brand?
Thank you and yes. Again it’s my background in art and design. We take great pride in our IG and are really digging deep into the platform. We update it at least a couple of times a day and try to keep everything original content, but it's hard. That takes a lot of time and effort.
What other methods do you use to keep your brand fresh and relevant?
We’re trying to be a little more sophisticated in this space. You know...go a little bit further than just putting an AK47 on a sweatshirt. I mean no offense to brands going that route, but that’s been done again and again and the market seems to be oversaturated.
What’s something new coming down the pipeline that your band of Cult Brand followers can get pumped about?
We’re looking forward to doing some really cool collaborations with artists. That’s a huge passion of mine and my hope is that people will embrace a more sophisticated approach to streetwear that is also influenced by the art scene. When Cult gets big enough I want to use it to promote up and coming artists... just like theDrop is doing for new brands like mine. Pay it forward!