Zeis Excelsa’s flagship brand explores new designs and glam trends while remaining true to its rock and rebel DNA
Renew without renouncing. Cult, the flagship brand of the Marche group Zeis Excelsa, returned to Micam in February, after an absence due to the pandemic interlude, to write a new trendy chapter, but with ostentatious loyalty to its solid Rock&Rebel identity roots.
“The new Cult Party footwear line introduced for next autumn-winter,” they explain at the fair, “reflects the need to return to special occasions of socialising and meeting through styles with a romantic and seductive allure, but always inspired by the brand’s strong, gritty style synonymous with rebellion and counterculture. Pink, heel 65, and Queen, heel 85, are the designs at the event that combine glamorous silhouettes with iconic details such as naplack ruffles, rhinestones, studs and chains”. Also brand new is the Bjork line with full-volume plateau heel, interpreted for children, moccasin, ankle boot and boot models: “Strong but feminine, they are a big hit,” they are highlighted at the stand.
“Boots, Chelsea boots, combat boots and moccasins have always represented our core business,” the company continues. “They too embrace change through the power of details, the protagonists in communicating new features: studs, rhinestones, buckles, zips, chain fastenings, animal or laminated prints, lacquering, glitter effects for a touch of light, laser engravings, and treads with tread plates are the ingredients that catch the eye, personalising an immediately recognisable aesthetic”. Cult also guides the choices of the little ones who want to feel already grown-up: the adult best sellers are re-proposed in a child’s version (a line that was relaunched a few months ago), with a more playful and fun reinterpretation, dominated by rhinestones, heart-shaped studs and ruffles.
The collection cannot fail to include sneakers: prominent volumes and Cult-style details characterise a trendy shoe that remains faithful to the principles of comfort through extra-light soles and uppers in the softest materials. For Him pastel colours, and for Her cheeky shades, glitter inserts, laminated prints.
Space is also given to the special Rubber Shell capsule in women’s and men’s versions, which revisits in a technical key both the iconic models of the Slash family (combat boots, Chelsea boots and moccasin) and the sneakers of the Maiden and Iron family. Cast rubber wraps around the sole and part of the upper, creating a very special shiny/matt coloured contrast, destined to attract the attention of a select clientele.
From footwear to the total look: ‘After the success of the bags, we started with leather outerwear – the biker, the jacket, the down jacket, a few coats for women
– to arrive at a clothing capsule consisting of T-shirts, sweatshirts and sweaters that remain faithful to the DNA of footwear’: total black is the master, with a few stylish touches such as small studs, rhinestone piping, large stitching and chequered patterns. ‘We intend to dress both women and men from head to toe’: the mannequin on display at the Micam stand gave voice to the imagery evoked by a very clear and focused brand identity.
CULT – zeisexcelsa.it
Cult best sellers reinterpreted in a children’s version
The iconic models with a rock soul: bold new details brighten up total black
The new Pink and Queen lines with their romantic and seductive allure, yet Cult inspired
The special Rubber Shell capsule with all-over rubber casting
The boxy Pearl trainers with prominent volumes, characterised by lateral laser-etching with a chain on the sole
The brand new Bjork platform heel line, strong but feminine
Massimiliano Rossi, general manager of Zeis Excelsa.
CULT FOCUSES ON RETAIL EXPANSION
Ten new corners launched in 2022 that will become thirty by the end of 2023 and the beginning of 2024, for an overall total of 600 doors. This is the project to expand the distribution network launched for Cult by Zeis Excelsa, the Marche group specialising in the production and distribution in Italy and abroad of footwear that also includes the Docksteps, Virtus Palestre and Oxs brands, as well as the licensee of Alberto Guardiani.
Cult is the historic combat boot brand that since 1987 has represented generations of young rockers, punks and rebels through a bold, strong and gritty look. The company’s flagship brand founded by Dino Pizzuti in 1948 has ever increasing numbers, confirmed by the opening of its new headquarters in Milan at Corso di Porta Nuova 46, which will soon be followed by the first Milanese flagship store designed to welcome and narrate Cult’s now multi-faceted soul. In fact, its lifestyle approach initiated through the increasingly strong presence of product categories related to footwear inaugurates a new chapter of growth. No longer just shoes, but a complete wardrobe. “We have launched the total look to dress the new generation and beyond,” says Massimiliano Rossi, general manager of Zeis Excelsa. “Entertainment personalities such as Francesca Michielin, Gianna Nannini, Malika, Francesco Gabbani, Blanco, La Rappresentante di Lista have worn Cult during their performances. Official Partner also for the latest edition of X Factor, the brand accompanies many young emerging artists on their climb to success”.
Sales are driven 80% by the Italian market and the womenswear business, but an internationalisation process is underway, with Greece, the UK and Eastern Europe among the top markets on the foreign front. Meanwhile, Zeis Excelsa closed 2022 with revenues of around 20 million euro, up almost 60% on the previous year. ‘We are quite satisfied,’ Massimiliano Rossi concludes, ‘and we expect to replicate the same increase during 2023, exceeding at least EUR 26 to 27 million. Our goal is to approach the 50 million euro mark by 2025’.