cult.aka
Fashion Design & Branding
the project
Cult.aka is a London-based sustainable streetwear brand built around the intersection of fashion, social values, and environmental responsibility. Launched in November 2022, the brand was founded with the vision of making social statements through design — giving a voice to human rights, inclusion, and ethical fashion. From the ground up, every decision was driven by a commitment to both the wearer and the planet.
This fashion brand is owned, designed and directed by Alexandra Kalymniou
The concept
The concept behind Cult.aka was to challenge the norms of the fashion industry by proving that streetwear could be stylish, socially conscious, and environmentally responsible all at once. The brand champions inclusion and diversity, with garments designed for all genders and all ages — centred on the idea that comfort means feeling at ease in who you are, not just what you wear. Each collection is designed to carry a message, turning everyday clothing into a platform for awareness.
Branding & Art Direction
Every element of Cult.aka's visual identity was conceived and executed in-house. The logo, brand guidelines, and website were all designed from scratch, creating a cohesive aesthetic that reflects the brand's urban, socially aware ethos. Beyond the static branding, the art direction for all photoshoots was led and executed personally — from concept development and set styling to model direction and location choices. All post-production editing of the campaign imagery was also carried out independently, ensuring a consistent visual language across every touchpoint of the brand.
pop-ups & markets
Cult.aka's physical presence was brought to life through a series of pop-up events and markets, translating the brand's online identity into immersive, real-world experiences. From selecting and styling the display layout to curating the overall atmosphere of each stand, every aspect of the brand's physical presentation was personally overseen — ensuring the visual identity remained consistent whether encountered on screen or in person. These events provided a direct connection with the community, allowing the brand's values around sustainability, inclusion, and social awareness to be communicated face to face.
The design
Each garment was designed with precision and intentionality, with technical drawings produced in AutoCAD to ensure accuracy across every detail — from construction lines to fit specifications. Full tech packs were developed for each piece, documenting materials, measurements, stitching details, and finishing instructions to guide production at the factory in Serbia. This technical rigour bridged the creative vision with a manufacturable reality, ensuring the final garments stayed true to the original design intent.
Sustainability/ Materials & Website
Sustainability sits at the core of every decision Cult.aka makes. Garments are made from 100% organic cotton — sourced from Turkey and Poland to minimise transport emissions — and produced in an ethically certified factory in Serbia equipped with solar panels and a wastewater treatment plant. Packaging is fully compostable and recycled, supplied through noissue., with every order contributing to global reforestation efforts. The brand also offers a take-back scheme, giving garments a second life and keeping waste out of landfill. To bring all of this to life digitally, the Cult.aka website was independently designed and built, serving as both an e-commerce platform and a transparent space where customers can explore the brand's values, sustainability credentials, and story.
