Brand Directory
28 cult brands tracked
Patagonia
Yvon Chouinard
Hero: Synchilla Snap-T Fleece
🔥 Alex Honnold (Pro Climber), Tommy Caldwell (Pro Climber), Kristine McDivitt Tompkins (Conservationist), Liz Clark (Environmentalist/Sailor), Yvon Chouinard (Founder/Philosopher)
Supreme
James Jebbia
Hero: Box Logo tee / hoodie
CrossFit
Greg Glassman, Lauren Jenai
Hero: The WOD (Workout of the Day) and CrossFit Affiliate Membership
🔥 Mat Fraser (5x Fittest Man on Earth), Tia-Clair Toomey (Multiple-time Games Champion), Rich Froning (Legendary multi-division champ), Katrín Davíðsdóttir (2x Champion), Justin Medeiros (New generation champion)
Kith
Ronnie Fieg
Hero: Exclusive Sneaker Collaborations and the Kith Box Logo Hoodie
🔥 Jerry Seinfeld, Steve Buscemi, Bryan Cranston, Roger Federer, Gigi Hadid
Erewhon
Michio Kushi and Aveline Kushi (Founders); Tony Antoci and Josephine Antoci (Current Owners)
Hero: Hailey Bieber's Strawberry Glaze Skin Smoothie
🔥 Hailey Bieber (Skin Smoothie), Bella Hadid (Kinsicle Smoothie), Kourtney Kardashian (Poosh Smoothie), Emma Chamberlain (Vibe/Coffee), Kendall Jenner (Peaches & Cream Smoothie)
NVIDIA
Jensen Huang, Chris Malachowsky, Curtis Priem
Hero: H100 / B200 Tensor Core GPUs and GeForce RTX Series
🔥 Linus Tech Tips, Marques Brownlee, Sam Altman, Elon Musk
Figma
Dylan Field, Evan Wallace
Hero: Figma Design + FigJam
Glossier
Emily Weiss
Hero: Boy Brow + Cloud Paint
Tesla
Elon Musk, Martin Eberhard
Hero: Model 3 / Cybertruck
Zero Bond
Scott Sartiano, Will Makris
Hero: Zero Bond Private Membership
🔥 Elected officials, fashion magnates, sports stars, music industry heavyweights
Soho House
Nick Jones
Hero: Membership + Soho Works


Notion
Ivan Zhao, Simon Last
Hero: Notion workspace + template marketplace
SPILL
Alphonzo Terrell, DeVaris Brown
Hero: The SPILL App
🔥 Kerry Washington, Alphonzo Terrell, DeVaris Brown, Questlove, Keke Palmer
charity: water
Scott Harrison
Hero: Clean water well projects + The Spring monthly giving
Liquid Death
Mike Cessario
Hero: Mountain Water tallboy cans
Sniffies
Blake Gallagher
Hero: The Sniffies real-time interactive cruising map and web-app
🔥 Yves Mathieu, Benjamin Fredrickson, Cumpug, Leo Herrera, Dr. Evan Goldstein


Canva
Melanie Perkins, Cliff Obrecht, Cameron Adams
Hero: Canva Pro
🔥 Guy Kawasaki, marketing influencers, TikTok educators, small business owners
Kodiak
Joel Clark, Jon Clark, Cameron Smith
Hero: Power Cakes Flapjack & Waffle Mix
🔥 Travis Kelce, Joe Burrow, Sloane Stephens, CC Sabathia, Adam Henrique, Rudy Gay
Olipop
Ben Goodwin, David Lester
Hero: Vintage Cola and Strawberry Vanilla Prebiotic Soda
🔥 Marianna Hewitt, Camila Cabello, Mari Llewellyn, TikTok wellness and lifestyle creators
Skims
Kim Kardashian, Jens Grede, Emma Grede
Hero: Fits Everybody Bodysuit
🔥 Kim Kardashian (Founder), Kate Moss (Face of 2021 Campaign), SZA (2023 Campaign), Neymar Jr (Menswear Launch), Sabrina Carpenter (Gen Z Ambassador), Lana Del Rey (Valentine's Campaign)
Oat Cult
Ben da Costa, Marc Donaldson, Josh Clarricoats, Norman-Jo Kremer, Richard Dryden
Hero: Prebiotic Overnight Oats (Cinnamon Mix, Cacao Chip, Strawberry Goji)
🔥 Dark comedy actors and niche UK breakfast influencers.
Moltbook
Matt Schlicht, Ben Parr
Hero: Moltbook platform and API integration for autonomous agents
🔥 Marc Andreessen, Alexandr Wang, Peter Steinberger, Simon Willison
Anthropic – Claude
Dario Amodei, Daniela Amodei, Jack Clark, Sam McCandlish, Tom Brown, Jared Kaplan
Hero: Claude models (especially Opus) remain the core hero product, Claude Code, Claude Cowork, and Claude Design are now the flagship experiences Anthropic is pushing as end‑user products.
🔥 Andrej Karpathy (AI researcher), Riley Goodside (Prompt Engineer), Nat Friedman (Investor/Ex-GitHub CEO), Amjad Masad (Replit CEO), Simon Willison (Open Source Developer)
Cult Crackers
Dianna Tremblay
Hero: Organic Classic Seed Crackers
🔥 Gluten-free food bloggers, holistic nutritionists, CPG curators.
Clean Cult
Ryan Lupberger, Zachary Bedrosian
Hero: Paper-based Refill Cartons (Hand Soap, Laundry Detergent, All-Purpose Cleaner) and Shatter-resistant Glass Dispensers
🔥 Kevin Hart, Rachel Zoe


Lovable
Anton Osika, Fabian Hedin
Hero: Lovable AI App Builder
🔥 Anton Osika, Fabian Hedin, Indie Hackers, Y Combinator founders
Apple
Steve Jobs, Steve Wozniak, Ronald Wayne
Hero: iPhone
🔥 Marques Brownlee, Justine Ezarik, Tim Cook, Craig Federighi
Fluent Inc
Unknown
Hero: Commerce Media Solutions Platform
🔥 B2B Performance Marketers, AdTech Analysts