ksubi

Founded on Sydney's Northern Beaches in 1999 by a group of surfers and artists, Ksubi emerged from a dissatisfaction with the available denim fits, leading them to create their own. The brand, originally named Tsubi, quickly established a reputation for its raw, rebellious energy and signature distressed denim, defined by its rock'n'roll and grunge-infused style. Uninfluenced by passing trends, Ksubi built a distinct identity around progressive shapes, raw finishes, and its iconic box-cross logo, cementing itself as a coveted Australian fashion export. Its deliberately unfussy and provocative attitude was famously put on display in an early fashion show where they released 200 live rats onto the runway, capturing their subversive spirit.

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