No Sleep Records’ founder/president Chris Hansen and partner Madison Parry created a new apparel company called Cultus, which is set to launch on December 1. The clothing line will feature a selection of shirts, hoodies and crew necks for men and women that will be designed by Hansen, Parry and various friends including graphic artist Tyler Guidry.
Although little is available online that hints at what the clothing will look like, Cultus, in partnership with No Sleep Records, is currently raising brand awareness through a share contest via the company’s Facebook, Tumblr, Instagram and Twitter pages, where winners will receive free merchandise and discounts.
The announcement of the company immediately caught the attention of Ghettoblaster and we caught up with Hansen to discuss their approach. This is what he said.
Is fashion something you’re as passionate about as music?
I believe it is important to be passionate about anything that you love. A clothing line is the perfect way to showcase our designs, our interests, and share them with the public. This is 100 percent something I am beyond passionate about.
There’s obviously a complementary relationship between music and fashion, but how exactly has it influenced you?
We totally agree. We find inspiration from music in our everyday lives. I think the inspiration we draw from music, helps us to not only be more productive, but more creative too.
How easy or difficult do you anticipate it being to balance time between the label and the clothing line?
My day to day is No Sleep Records, after hours there is Cultus. The perfect amount of time will be given to both, as both companies are a priority to me. Cultus is co-owned with my girlfriend, Madison Parry. My partnership with her is what will make this a success. Without her, this would not be possible.
How did your partnership with her evolve?
Madison and I have been together for nearly 2 years now. It has been our dream for a while to start a business together. When the idea of a clothing line came to mind we dove in, and literally the next day started working on it. We are beyond excited about Cultus, and can’t wait to share what we have in store for our line.
What is it about Tyler Guidry’s style that made him a fit as the graphic artist?
I came across a design Tyler did for his clothing line ILLFIT on Instagram, and fell in love with his work. He is extremely talented, and truly passionate about what he does.
He has done some design work for No Sleep and we of course wanted him to do a design for Cultus.
Expect to see more from him in the future, as well as other talented artists. And of course you can expect to see designs done by Madison, and myself.
Is the clothing being manufactured domestically?
All Cultus items will be manufactured domestically. Quality is very important to us; we took the time to sample different items, and chose the best available options.
We take this approach to all things related to Cultus, whether it is design, artists, business, quality etc. We want people to know, and understand we truly care about what we are putting out there, and that we take pride in all that we do.
Will Cultus be sold through No Sleep channels or will it be an independent entity?
Cultus will be sold from CultusBrand.com; it is an independent entity through and through.
Do any No Sleep bands currently have clothing sponsorships that will be affected by your undertaking here?
We currently do not have any plans to sponsor any of the bands on No Sleep Records. We do hope they will want to wear, and support our line, however this will not affect any current sponsorships they may have.
Will you be doing a lookbook for the first collection? What can we expect from that first collection?
We will be doing a lookbook for our first collection. It will be shot in Portland with our good friend, and talented Photographer Ryan Russell. We hope to have it viewable on our site, cultusbrand.com mid to late November.
Our first drop will feature men’s, and women’s T-shirts, zip ups, crewnecks, beanies, and stickers. We have big plans for Cultus this is just the beginning.
(Visit Cultus at the following locations: