Ksubi
| Company type | Independent company |
|---|---|
| Industry | Fashion |
| Predecessor | tsubi |
| Founded | 1999 |
| Founder | Gareth Moody, Dan Single, Paul Wilson, George Gorrow |
| Headquarters | Sydney , Australia |
Area served | Australia, North America, Europe, internationally |
Key people | Pip Edwards (creative director as of September 2024), former CEO Craig King |
| Products | Denim apparel, underwear, children's apparel, eyewear |
| Owner | Independent company (previously Bleach, Breakwater Management, The General Pants Group) |
| Website | ksubi |
Ksubi is a fashion brand originating from Australia, established in 1999 on the Northern Beaches of Sydney. Renowned for its distinctive denim pieces and the iconic box-cross emblem, the label has expanded its reach internationally, being featured in high-end retail outlets throughout Australia, North America, and Europe.
History
The brand was created in 1999 by Gareth Moody, Dan Single, Paul Wilson, and George Gorrow, who were frustrated with the denim fits available at the time and decided to develop their own line of jeans and denim apparel under the original name “tsubi.”
Ksubi made its international debut in 2002 with runway shows held at the disused Aldwych tube station in London. Due to a trademark conflict, the brand changed its name to Ksubi in 2006.
In 2010, Ksubi was acquired by clothing manufacturer Bleach, joining their portfolio alongside Insight and Something Else. Following Bleach’s liquidation in 2013, ownership transferred to Breakwater Management. The global distribution rights were then secured by The General Pants Group in 2014. Presently, Ksubi operates as an independent company. The General Pants Group spearheaded the brand’s international retail growth in 2016 by launching stores in New York and Los Angeles.
Significant collaborations include Travis Scott’s live performance at the New York store opening in 2017 and Kendall Jenner’s 2019 capsule collection titled "Sign of the Times." That same year, Ksubi partnered with Kith for their New York Fashion Week presentation.
In 2020, under former CEO Craig King, Ksubi parted ways with The General Pants Group and established Ksubi Sales International. After pandemic-related disruptions, the brand resumed its worldwide expansion by opening flagship locations in Miami, Chicago, and London. By 2023, Ksubi had broadened its product range to include underwear and children’s apparel. In September 2024, Pip Edwards was named as the new creative director.
Collaborations
Ksubi has engaged with prominent personalities and brands spanning fashion, music, and art sectors.
In 2006, the label joined forces with American designer Jeremy Scott on the "Jeremy Loves Ksubi" project, which was presented during Scott’s show at New York Fashion Week alongside his main collection.
During London Fashion Week in September 2007, Ksubi collaborated with Richard Nicoll to create an eyewear line comprising three designs influenced by Nicoll’s aesthetic.
A limited edition collection released with rapper Travis Scott in 2017 achieved global sell-out status. In July 2019, model Kendall Jenner fronted Ksubi’s Fall 20 "Sign of the Times" campaign featuring an exclusive eight-piece capsule wardrobe.
On 21 November 2019, Ksubi revealed a collaboration with New York street artist Hidji World from the AWGE collective.
Between 2019 and 2023, partnerships extended to artists Slumpy Kev, DNTWATCHTV, Slawn; models Cat McNeil and Josephine Skriver; activewear brand P.E Nation; and musicians Juice Wrld and A$AP TyY of A$AP Mob.
Stores
Ksubi’s main flagship is situated in SoHo, New York City. Additional retail outlets operate in Los Angeles, Chicago, Miami, and London.
The brand is also available through select high-end retailers globally such as Barneys New York, Saks Fifth Avenue, and Kith within the United States; alongside Harrods and Selfridges in the United Kingdom; as well as RonHerman in Japan.
Looking ahead to 2024, Ksubi intends to launch two new stores located in Melbourne and Sydney.
Pronunciation
The name Ksubi is articulated as "soobie" within Australian dialects, whereas in American English it is enunciated "sue-bee," with the initial 'K' remaining silent.
Controversy
In 2001, Ksubi garnered international attention by releasing 200 live rats onto the runway during one of its fashion presentations.
The brand ignited controversy in 2007 by producing a catalogue that displayed sunglasses positioned on male genitalia.
In 2013, the Sex! & Fashion capsule collection provoked criticism for its use of 'sexually suggestive imagery' featured in a window display campaign for General Pants Co.
Books and photography exhibitions
To celebrate its fifth anniversary in 2005, Ksubi launched a commemorative book with events hosted in key global cities such as Sydney, Paris, Tokyo, London, Hong Kong, and Los Angeles.
The following year, 2006, saw Ksubi present a traveling exhibition of campaign photographs promoting their eyewear line, "Magnum Opus," showcased in Sydney, Melbourne, Perth, and Paris.
In 2007, the publication Sign of the Times was released, featuring photojournalistic work by George Gorrow, Paul Wilson, and Michael Nolan. It chronicled the voyage of a towering 7-foot Ksubi sculpture shaped as a bleeding peace sign, which journeyed from Los Angeles to The Burning Man Festival in Nevada and subsequently to New York.
Musical side projects
In 2006, Ksubi partnered with the record label !K7. Dan Single, also known as DJ Dangerous Dan, produced a mix CD entitled "KSUBI presents DJ KICKS" under !K7 Records, which was distributed both nationally and internationally.
Dan Single is additionally a member of the Sydney-based DJ collective Bang Gang, which supported Daft Punk during their 2007 Nevereverland Australian tour.
Contemporary culture
Ksubi's cultural impact extends into music, with mentions in songs such as "Leaving Los Feliz" by Mark Ronson (2015) and "Lord" by A$AP Ferg featuring Bone Thugs-n-Harmony (2013).
Ksubi referenced in music
- Playboi Carti - "Let It Go"
- A$AP Ferg - "Chinatown"
- Keith Ape - "Ksubi"
- Danny Brown - "#HottestMC"
- Lil Uzi Vert - "Smoke My Dope"
- XXXTENTACION - "Look At Me!"
- Smoove L - "Apollo"
- BLP Kosher - "Skidoo"
- Skepta - "It Ain't Safe"