Sehati Sejiwa: Sinema Cult, Bridging the Gap Between Film and Fashion.

Amirul Ashraf, founder of Sinema Cult did not start out his career through fashion. He started out writing local movie reviews back in 2018 and managed to turn it into a small independent film media. He then went on to create a Malaysian film inspired clothing brand in 2020, which we now know as Sinema Cult. Sinema Cult was curated predominantly to elevate the support and encourage the spirit of highlighting Malaysian pop culture. 

Sinema Cult was created as he wanted to merge film and street fashion in a way that also pays homage to Malaysian cinema culture. 

What is Sinema Cult all about? 

Amirul: Sinema Cult was formed with the vision of merging film and street while combining it with the aesthetics of Malaysian films. We use thematic aspects of pop culture to adapt the array of excellence and self-referential merch to connect with the local pop-culture lovers. 

What made you think of coming up with Sinema Cult and how did it all begin? 

Amirul: The experiences I had watching movies since I was a kid is what influenced my interest in filmmaking. The idea of combining film and fashion dates back to 2017 when I wanted to highlight the pop culture identity in local movies. However, the very first design was scrapped on the very first day of our launch as we did not have a proper plan nor structure. Fast forward 3 years later, we reintroduced this idea and named it Sinema Cult. 

What do you think of the current film industry we have in Malaysia? 

Amirul: The film industry in Malaysia is no doubt a few years behind our neighboring countries but it is currently moving in the right direction. There is a new generation of filmmakers that have been producing good quality films that get screened worldwide. 

How important do you feel it is now for Malaysians to support local brands? 

Amirul: Right now, the ongoing global pandemic has presented a lot of unprecedented challenges to many local businesses. I think it is important for Malaysians to help each other by supporting our local products in order to get our economy back on track. 

What is a misconception that Malaysians have towards local clothing brands that you would like to change?

Amirul: One of the biggest misconceptions in my opinion about local clothing is that many Malaysians are unable to differentiate between small brands and huge cooperations predominantly on price point. We need to educate ourselves that small brands normally do not produce items on a massive scale and their price range is also influenced by the quality of materials being used. 

Where can we reach you and cop your merch? 

Amirul: You can reach us online at @sinemacult on Instagram, Facebook and Twitter to find out more about our brand. People who are fairly new to the local scene are always welcomed here.

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