About CULT

Where Design Meets the Open Road

Katrien Hertogs – Design & Development
I’m Katrien, a Belgian designer who traded the studio for the surf. My roots are in fashion, shoe design, and high-end car upholstery, but the open road and the ocean pulled me in a new direction. Vanlife became my home, surfing my daily rhythm, and CULT my creative outlet where design meets adventure. I focus on product design, development, and customer care, making sure every detail from fit to fabric is right and that our webshop connects directly with our community.

Alan Maddock – Founder & Business Development
Alan lives and breathes surf, but he also brings decades of experience in the business side of the industry. As the owner of El Cruce Surf shops and Harven Surf distribution, he has long connected surf culture with the gear people need. At CULT, he handles B2B sales, partnerships, and the numbers behind the scenes, keeping the wheels turning while making sure our products reach the right shops and distributors.

The Start of CULT
When our paths crossed in Lanzarote, everything clicked. Alan wanted to add car seat covers to the CULT lineup. With my design background and his business experience, it was the perfect match. Together we developed seat covers that fit right, feel good, handle salt, mud, and long drives, and stand out with designs that reflect the lifestyle.

Life on the Road, Made into Gear
CULT isn’t just about gear. It’s about stories lived on the road, from sunrise surf checks to sandy car rides and road trips that don’t end. Our designs are born in Spain, tested in vans, and made for anyone who moves with nature.

 

Join the ride. Make every journey a CULT adventure.

 

 

_______________________________________________