The future belongs to Cult Brands & Why the next wave of success will come from conviction, clarity, connection and community.
By Kal Kalim
I have been watching this shift closely.
The explosion of user-generated content, the rise of reality culture, the influence of creators, and now the rise of Ai — all of this has changed the game.
We live in a world flooded with content, options and opinions.
And in that noise, only a few brands truly stick.
They are not always the biggest.
They are rarely the loudest.
But they are the clearest.
They don’t try to be everything to everyone.
They know who they are. They know who they are for.
And they whisper something powerful.
“You belong here.”
These are what I call cult brands. And I believe, they are the future.
Not everything for everyone. But something for someone.
Or even everything for someone.
Louis Vuitton, for example, has leaned into its roots as a symbol of travel, history and legacy — not just fashion. The LV trunk has now become a metaphor, not a product.
Harley-Davidson isn’t selling bikes. It continues to sell rebellion. Freedom. Brotherhood. And that lifestyle.
Patagonia is a brand that built its following around responsibility, not just outerwear. They sell values. Action. A better way.
What all of these have in common is not hype.
It is clarity. And that clarity builds a community.
What is a Cult Brand, really?
I know the word “cult” can sound intense. But I don’t mean it in the extreme sense.
I mean it as a community of shared beliefs, values, aesthetics — and emotion.
When people hear the word cult, it sometimes comes with negativity or extremism.
But in branding, it is something very different, I believe. And very beautiful.
A cult brand is about intimacy & not about exclusivity.
Cult brands are built on:
- A clear point of view
- A strong emotional undercurrent
- A tight, loyal passionate community
They don’t grow by chasing everyone.
They grow because their message goes deep, not wide.
And that is exactly what I believe the future is demanding.
Why Cult is the future of fashion branding?
We are past the age of “mass marketing” as far as creating “brands” is concerned
Virality is random and temporary even for the biggest of the creators. Algorithms change overnight. Attention spans are vanishing. The brands that last will definitely be the ones that are clear about their values, honest in their communication and bold in their identity. We have already seen it work with iconic brands like Louis Vuitton rediscovering its storytelling through travel, Harley-Davidson selling a lifestyle and not motorcycles, and Patagonia building an empire around environmental responsibility
What they have done is carve out a corner of the world, and own it with heart.
The Illusion of “User-Generated” Content
Let us talk about UGC.
Till very recently, it used to be the most authentic form of branding. Raw. Real. Powerful.
But in 2025, not all “user-generated content” is truly user-generated. And it is only going to get more and more deepfaked.
Brands now script it. Stage it. Style it. But the truth is, the moment it User Generated Content becomes manufactured, it will lose the very thing that made it magic — trust. The future of UGC is not going to about getting influencers to shoot content that looks casual.
It is and will always be about inviting real people to share real experiences. No filters. No force.
And that is what cult brands will do the best. They don’t need to fake authenticity. Their communities will always want to share because they feel valued, and they feel seen.
Only the Niche will thrive
We all saw the era of mega-influencers. Millions of followers. Lavish shoots. Sponsored everything. And we have also witnessed a shift happening. As audiences, we don’t want influence. We want intimacy. We want people we can trust. And this trust will only and only be possible from niche products, from niche messaging, and from niche communities.
An influencer who speaks to everyone, will connect with no one. We are seeing this happen right now and we will see this get deeper with time. The future will lie in creators who have depth in a single niche (not surface-level in many), a relationship with their followers (not just a platform), and a purpose behind their content (not just promotions).
Cult brands and niche influencers are a natural fit — both speak to someone, not everyone.
And where does UNMODA fit in?
Streetwear has always been a voice of rebellion. But the rebellion today isn’t just about skateparks or hip-hop. It’s about inclusion. Representation. Sustainability. Culture.
UNMODA was born from those emotions, not a playbook.
We never set out to copy the greats of global streetwear. Not NYC hip-hop. Not Tokyo minimalism. Not Parisian flair.
Our reference point wasn’t a geography. It was always a feeling.
We kept asking these questions and we continue asking to this day.
What if streetwear could be futuristic, but still feel human?
What if it could be designed for inclusion, but still be exclusive?
What if it could carry purpose, yet still offer the best product?
UNMODA was born not to be India’s answer to anything, but to ask better questions.
We didn’t want to sell hype.
We wanted to sell honesty.
I must add that I deeply admire the pathbreaking work of Indian labels like HUEMN and NorBlack NorWhite. They have shown that fashion in India can have its own voice. A voice that is raw, rooted and revolutionary at the same time. Their work inspires me and many others. Because they are not just building brands. They are building belief systems. And that builds communities.
And to me, that is the highest form of branding.
HUEMN has carved out a voice of raw, powerful storytelling through clothing — unapologetic, authentic, urgent. NorBlack NorWhite has held space for cultural revival and experimentation — they’ve honoured roots while boldly rewriting the future. Both these brands have inspired many, including me. Their journeys remind me that India doesn’t need to copy the West — we can create our own language of fashion. And we are.
The next era is clear
We are entering a world where the brands that thrive will not be the ones who shout the loudest but the ones who mean what they whisper. Brands that stand for something real, build with their communities, create with care and consciousness. Brands that stay consistent even when it is not trendy.
Brands that become a mirror, a tribe, a truth.
You might call them cults.
I call them the future.
And if that is what we are thinking and doing at UNMODA,
then I am grateful to be on this path.
I am not trying to preach or sound like I have cracked the code. But I do believe this. The most successful brands now, and in the future, will be those who know who they are, know who they serve, and most importantly know what they stand for. They won’t rely on gimmicks. They won’t copy each other. They won’t pretend to be “for all.”Instead, they will build movements. Micro-cultures. Deep emotional connections. And that is the future of branding.
This blog isn’t a prediction. It’s a possibility.
A belief that the brands that will thrive in the years to come are the ones that feel personal, not polished. Emotional, not excessive. Real, not mass-produced.
Call them cults. Call them communities.
Whatever they are — they will be clear, conscious and connected.
They won’t just sell.
They’ll mean something.
And maybe that is the kind of success we need more of in the world.
UNMODA is India’s first progressive luxury streetwear label for women—redefining fashion through purpose, precision and passion. Rooted in the Inspired by Humanity vision and driven by the In Collaboration with Nature philosophy, UNMODA designs timeless silhouettes that honour real people, celebrate the planet and advance conscious progress. From ethically crafted hoodies to thoughtfully tailored dresses, every piece is created with intention and integrity. As a pioneer in sustainable fashion and streetwear for women, UNMODA invites the world to embrace a new era—where style is soulful, fashion is fair and luxury is defined by values, not just price.