Cult classics: 5 under-the-radar luxury brands to watch, from Chrome Hearts to Jacques Marie Mage

The elusive label is one of many under-the-radar brands that predate #iykyk (“if you know, you know”), with cultlike followings practically since the day they were founded. These insider favourites couldn’t be more different from the glitzy names owned by luxury conglomerates that spend millions on advertising, fashion shows and celebrity endorsements – and therein lies their allure.

“These cult brands have a very distinctive DNA, a real level of exclusivity and customers who are emotionally invested. They can [range from] luxury – which is all about the craftsmanship – to being super disruptive, anti-establishment and anti-mainstream, which has more of a niche appeal,” explains Elizabeth von der Goltz, a luxury fashion and e-commerce executive and strategic adviser.

These independent companies operate very differently from your traditional fashion brand. Most of them keep a relatively low public profile, and determine their own sales calendars and drops. Many eschew typical fashion seasons altogether. Their price point can vary across the spectrum from luxury to more accessible, but one characteristic they all share is an aura of scarcity and exclusivity.

“They cannot be perceived as having gone too mass or mainstream. If they sell out quickly and are worn by those considered to be outside of ‘the club’, they can lose that cult status and appeal,” explains von der Goltz, citing names such as Attersee for luxe classics, Jessica McCormack for jewellery, and Kith for streetwear.

“What makes them successful is that they always find a way to continuously innovate, and stay close to what is happening in our culture and in the world to understand the zeitgeist of their customer,” notes von der Goltz. “At the same time, they balance innovation and the future, while maintaining their core identity, mission and aesthetic.”

Here are five cult brands to invest in.