Cult lands on international markets

Cult Srl was set up in 2004 by Alessandro Martire, the designer of the Alek Paul and Creativi Attivi collections, and in the lapse of two years it has achieved interesting goals. With a sales force of 15 direct agents in the main European markets, the Alek Paul collection is now present in over 300 exclusive opticians' stores in Europe.

Mainly in acetate, the collection offers a complete range of exclusive colors though the combination of different sheets of plastic (the most recent were proposed by Mazzucchelli) obtained by material attrition and not by pasting. The majority of the models in plastic has a highly-functional flex system (Intel-flex). The collection also includes a range of 5 models in aluminum with no connections on the front-piece. The original two-fronts-in-one technical solution allow to mount ophthalmic lenses in nylor frames.

The collection is 'Handmade in Italy'. In fact Cult's production unit specializes in all processes: meniscus curving of the plastic, combination of different color proposals, laser cutting and engraving, 3D milling, plastic and metal inserts, thanks to considerable investments in leading-edge machinery and to the skill of its personnel in all the quality control processes that are still carried out manually. To make an Alek Paul frame, about 100 different processing stages are required.

The distribution policy for the line is very selective. The same philosophy will be applied to the main markets in Asia and North America, where the brand will be introduced this year.

The second line, Creativi Attivi, in the medium-high range is aimed at 20- to 35-year-olds and it was presented for the first time in October 2005. It has the same Made in Italy quality and characteristics as the Alek Paul collection.