When denim label Cult of Individuality first started in 2009, it was “beach meets city.” That’s how founder and head designer Ron Poisson describes it, with their starting lineup consisting of only four bootcuts and four relaxed fits.
Flash-foward to Spring ’17 and much of Poisson’s vision has transformed. Cult now has six different fits for men, from “Stilt Skinny” to “Hagen Relaxed” and while the vibe of the brand is now more rock than surf, the core aesthetic is still the same.
“I’ve always been interested in vintage or a worn in feel,” Poisson said. “Some people don’t have the patience to break denim in.”
For 2017, Cult explores Japanese denim, including 22 oz. jeans with a pre-worn wash and highly stylized and distressed premium Japanese selvedge, a look doesn’t skimp on materials and uses moto detailing and overdyeing techniques for a vintage aesthetic.
Drawing inspiration from some of the world’s most enthusiastic and stylish denimheads, the Japanese, Poisson included more loose and unique fits for men like a cropped distressed jean with drop crotch.
Another unique cut for men is skinny with a super long 52-inch inseam. The result are jeans that have an excessive “stacking” when they worn, a look reminiscent of Japanese cult label Julius.
For women, Cult tapped into reconstructed looks. “We had to wash two different pairs of jeans and sew them together,” Poisson said. Embroidery detailing on denim jackets and jean is also prominent.
All of the jeans are hand detailed. “For the 3D type fading we use a baked resin technique,” Poisson described, which gives the denim small but unique details like fading around the pockets.
For both men and women, the Spring ’17 line features black coated denim. “Pre-coated fabric doesn’t have the same feel,” Poisson said. “It doesn’t have the same hand.” Instead, he says Cult’s coated garments are sprayed three times in order to achieve the right texture.
At the premium price point of $200-$300, it doesn’t hurt that Cult of Individuality builds on its status from celebrity promotions. Pop stars like Kesha and Joe Jonas and actors like Colin Farrell and Chris Pratt have been sporting the upcoming 2017 collection.
“I don’t think of Cult as competing with every other premium denim label.” Poisson said. “It’s more like we’re competing against the Zara’s and H&M’s. We want to provide something that you can’t buy from other labels.”