COLLECTIVE CULTURE CLUB

The Origin

I applied for jobs at Highsnobiety, Hypebeast, and Complex. When that didn't happen, I decided to just build my own competitor. Digital media right now is either painfully pretentious or entirely sterile, so I started Collective Culture Club to sit right in the middle. It’s a digital-first cultural magazine exploring the intersection between design, art, tech, architecture, sub cultures and more.

The Execution

I leaned entirely into an "anti-marketing" approach. Instead of high-end corporate polish, the format relies on friction. I pair high-brow, obscure subjects with a casual, direct-to-camera delivery and aggressive typography. It feels less like a brand page and more like a group chat with world-class taste. It cuts through the feed immediately.

The Future

Right now, the leverage is digital, but the endgame is both digital and physical. The short term plan is to start releasing limited-run physical print issues and merch for the community. The medium term plan is to create products and event through brand partnerships. The long term plan is to have our own physical Culture Clubs for the community. Below is my rough sketch 3D design for a physical Cultural Club with a coffee shop, print shop, 5v5 football pitch, cinema, gallery space and more.