Ali el Atari

MULTICOLOR DEVELOPMENT
THE NEXT BIG THING IS A MILLION SMALL THINGS: Cult typically refers to a cohesive social group devoted to beliefs or practices that the surrounding culture considers outside the mainstream, with a notably positive or negative popular perception. In common or populist usage, “cult” has a positive connotation for groups of art, music, writing, fiction, and fashion devotees, but a negative connotation for new religious, extreme political, questionable therapeutic, and pyramidal business groups. For this reason, most, if not all, non-fan groups that are called cults reject this label.
Starting at the end of 2006 MORECULT was first known as CollectionArab. Known for their outspoken Arabic designs, they started off with tee’s and hooded sweaters. The new brand soon positioned itself in the local Dutch market. After the first two collections the strategy changed and together with a new name and a new multicolor vibe MC managed to become a serious player between other independent lifestyle brands. MC managed to broaden its concept. Their collections grew bigger and better. More products such as jackets were added to their collection. The Arabic influences still maintained an important distinctive key element in their work. This new multi cultural graphic style, together with nicely fitted garments represents what the brand is all about. To be open minded towards other cultures and benefit from these rich sources has been and will be a key element throughout the future of the brand. MC is about being different and creating your own style, do whatever you like. Never following the mainstream MC will go on developing innovative products and keep pushing their creativity to the limit, maintaining authenticity and focus on the quality of their products.