WHOCULT stems from our original clothing brand, WHOCLO, which we launched back in 2010. Over the years, WHOCLO built a loyal following, and in 2019, we created WHOCULT as a space where fans of the brand could grab a coffee and a T-shirt from a small setup at the front of our existing warehouse. That’s where the ‘cult’ part came from — a nod to the tight-knit community that had grown around our streetwear brand.

But WHOCULT quickly took on a life of its own. What started as a side project evolved into a full-fledged brand with its own identity — fuelled by caffeine, creativity, and a serious obsession with making the best donuts possible.

Fast forward five years, and we’ve now got six stores across South Wales and our very own state-of-the-art donut bakery.

Every single donut is made fresh, by hand, 7 days a week in our custom-built bakery. No outsourcing. No freezing. Just the good stuff — made by us and delivered daily to our stores and, now, nationwide through our Postal Donuts.

We’re incredibly proud of how far we've come, and we couldn’t have done it without you!

Thank you for supporting small, for backing independent, and for being part of the cult!