This Egyptian Streetwear Brand is Trying to Cultivate ‘Cult’ status

Launched in March 2025, TruCult is the latest label from designer PLAYBYAM - clean, confrontational, and rooted in precision. The pieces move through structure and scale with control: sculpted hoodies, oversized denim, sharp tailoring reworked in streetwear proportions.

“We always say TruLove, TruFam,” the founders tell Scene Styled. “Because at the core of it all, TruCult is a home for those who embrace daring fashion and express themselves without limits.”

That ethos pulses through everything they do. Dancing between softness and aggression, bold and simple, the whole brand is a study in contrast. In their latest campaign, oversized shoulders push the borders of the body and hollow-framed eyes stare back, superimposed on a blood red backdrop. Yet underneath that loud exterior, lies a core product that is muted, functional, and sleek. That’s TruCult - true to self, cult in energy, and perhaps soon, in status.

TruCult’s journey was not a linear tale of success. Founded by two childhood friends who swore an oath to always stay family, the essence of TruCult is that foundational sense of intimacy and connection. It was only natural, then, that after a rocky start and a downturn that promised the end, it was the brand’s chosen family - the customers - that kept the flame alight.

“It wasn’t marketing, ads, or influencers that kept us alive, it was our customers. The word of mouth, the organic love for the brand, and the belief that TruCult was worth saving gave us a second life. That’s why we always say: our customers are our family, because without them, we wouldn’t be here.”

As the brand’s designer and co-founder, PLAYBYAM, honed his craft on high-profile campaigns - styling for Wegz’s Samsung advertisements, designing for Orange Telecom campaigns - he gathered the tools and vision for a return. And return he did. With international investment pouring in from Jordan and Saudi Arabia, and a certain music-world mentor (whose name, they tease, will soon be revealed) stepping into the picture, TruCult isn’t just back - it’s global.

Their latest campaign is a visual manifesto on how to make a fiery comeback. If you caught it, you couldn’t look away. Superpower shoulders. Piercing stares. A recurring red dot - on gloves, shorts, an apple, towels, ties, a stain - acting as a breadcrumb trail back to the TruCult logo itself.

“Everything about our campaign was meticulously planned. Overthinking is kind of our thing, and this time, it paid off.”

Led by Karim M. Khaled, creative director and co-founder, the editorial shoot was meant to provoke, intrigue, and make people stop. “Some loved it, some found it controversial, but no one ignored it. And that’s exactly what we wanted,” TruCult reveals. As for the website, the lookbook was kept clean and simple, letting the clothes speak for themselves.

Underneath the avant-garde silhouettes are garments meant to move, breathe, and last. Every piece begins with purpose, either filling a gap in the market or flipping something familiar on its head.

“Inspiration comes from anywhere; energy, street culture, even a football player’s attitude. PLAYBYAM, our co-founder and designer, transforms unexpected influences into fresh, modern designs”.

The process is part old-school sketching, part cutting-edge tech. Using 3D drawings and AI, ideas are refined before landing in the sample room, where they’re subjected to TruCult’s trademark hyperfixation on detail. If a design is too complex for mass production? It gets the limited-edition treatment - TruFam exclusives only. With quality control done in-house and sustainability considered in packaging and materials, the brand’s slow fashion approach is quiet but deliberate.

The 80 Hoodie is a heavyweight piece (2kg if you’re counting). Boxy and cropped with intensely unique stitching and fabric layering, this hoodie casts a truly one-of-a-kind silhouette, whilst the oversized “80” on the back pays tribute to Ronaldinho’s IDGAF swagger.

The Real Baggy captures the raw essence of the streets with heavily sunwashed denim and an oversized fit, bringing authenticity and grit back to urban fashion.

A house favourite, the Solid Pants stand in stark contrast, inspired by the elegance of upper-class aesthetics. Crafted from baggy gabardine fabric, they redefine sophistication in a casual, contemporary way. This is a piece that proves polish and edge can really coexist; perfect for those who move between worlds without changing their essence.

The feeling of this collection is a definite, unadulterated, and unapologetic sense of self. There are no blurred lines here, the new shape of TruCult is sharp, bold-edged and confident, grounded in the details that only a whole lot of time and a whole lot of love can produce.

And TruCult isn’t slowing down. More collections are on the way, with a focus on customisation for those craving truly one-of-one pieces. The team is also deep in the works on a collaboration that could shift the culture, think fashion meets music in a way that feels inevitable. And though they’re keeping the name under wraps, if you have been following for a while you might already have an idea.