Blackcraft Cult

Blackcraft Cult is an alternative and goth retail store in Salem selling the Blackcraft brand’s bold clothing and accessories. The brand’s identity rests on an ethos of kindness, gratitude and positivity, and it celebrates self-empowerment, self-expression and anything in life that encourages personal freedom. Its central message is that a person does not need God or any organized belief system to be good, to be kind to people and animals, and to do positive things for others.

The company started in a Southern California attic in the summer of 2012 as the collaborative idea of Jim Somers and Bobby Schubenski. The pair set out to motivate people in a positive light outside the realms of organized religion, and that idea has since grown to reach people from all walks of life around the globe. The Salem store gives shoppers a place to see the line in person rather than only online.

What to Know

• The founders started with a sparse investment of about one hundred dollars.
• The official online store sells apparel, shoes, bags, hats and accessories for women and men.
• Blackcraft says it hopes its products encourage people to believe in themselves and create their own future.