cult of individuality

Founded in 2009 by designer and surfer Ron Poisson, Cult of Individuality is a streetwear brand built on a rebellious spirit and the ethos of self-expression. Rooted in the culture of music, the New York-based label first gained a following for its distinctive “rip-and-repair” denim, which fused vintage workwear techniques with a modern, distressed edge. The brand uses denim as a canvas, employing intricate washes, hand-finished details, and Japanese selvedge fabric to create pieces that feel both authentic and uniquely worn. Poisson, a self-described “jeansmith,” draws inspiration from a community of “misfits, dreamers, and trail blazers,” which is reflected in the brand’s edgy, non-conformist designs.

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