Cultkids: Malaysian retro streetwear label channels golden age
Syazri Zamrod, founder of Cultkids, a Kuala Lumpur-based streetwear label, has a fascination with the golden age of Malaysian cinema that is reflected in his brand.
“I grew up watching movies such as the “Bujang Lapok” trilogy and Labu and Labi [1962],” he says. “The stories made an impact on society and left a legacy of lessons, which I weave into my designs to relate them to current issues.”
Established in 2013, Cultkids began as an experimental project, with Zamrod creating retro pop art inspired by old Malaysian magazines, literature and advertisements as well as his favourite music groups.
“Growing up, I spent a lot of time drawing and taking inspiration from logos of heavy metal bands, their album covers, posters and T-shirts,” he says. “It helped light a spark and fuelled my passion to become a graphic designer.”
Zamrod, who has a degree in business studies, had no formal training in illustration. “Being a self-taught graphic artist allowed me to explore different mediums and styles, such as digital media and neon art,” says Zamrod, whose illustrations also feature on streetwear by Tarik Jeans, another Malaysian brand.
For Cultkids’ retro-inspired products, including T-shirts, calendars and decorative stickers, Zamrod experiments with brushstrokes and textures, using dotted half-tone patterns and grainy effects.
“The authentic and sometimes imperfect design of Cultkids products gives a tactility to my artwork,” he says.
Zamrod is not simply imitating vintage styles but rather reinterpreting them for the 21st century, with a satirical twist, such as in the cheeky slogan advertising a fictional brand: “No other razor is compatible to Chap Buaya’s”.
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