Ksubi
Australian streetwear label known for signature denim, distressed treatments, and an irreverent, rebellious visual identity.
Last updated October 16, 2026
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Overview
Ksubi is an Australian fashion and streetwear label that originated on Sydney's Northern Beaches in 1999. The brand was established by Gareth Moody, Dan Single, Paul Wilson, and George Gorrow, who were dissatisfied with the denim fits available in the market and began making their own jeans and other denim garments. The label initially traded as tsubi before adopting the Ksubi name in 2006 following a trademark infringement dispute. Denim has remained the center of Ksubi's product identity. Its designs are associated with slim and relaxed jeans, distressed finishes, graphic treatments, prominent hardware, and the brand's recognizable box-cross logo. Ksubi's aesthetic combines elements of Australian surf and street culture with punk, rock, hip-hop, and contemporary luxury-streetwear references. Its campaigns and retail experiences have often emphasized provocation, music, art, and youth culture rather than conventional fashion polish. The brand began building an international profile in the early 2000s. Its international debut took place in London in 2002 through fashion displays staged at the abandoned Aldwych tube station. Ksubi subsequently developed distribution through premium retailers in Australia, North America, Europe, and Asia. Its stockist network has included luxury and department-store retailers such as Barneys, Saks, Holt Renfrew, Harrods, Selfridges, Kith, and Ron Herman, according to published brand references. Ksubi's ownership and distribution structure changed several times. Clothing manufacturer Bleach acquired the label in 2010. Bleach entered liquidation in 2013, after which Breakwater Management acquired Ksubi. The General Pants Group obtained the global distribution licence in 2014 and supported an international store rollout beginning with New York and Los Angeles in 2016. In 2020, Ksubi separated from General Pants Group, with former chief executive Craig King leading the new Ksubi Sales International business. The brand has since operated independently while continuing international retail expansion. Collaboration has been a major growth and positioning tool. Ksubi has worked with designers, artists, musicians, models, and other fashion brands, including Jeremy Scott, Richard Nicoll, Travis Scott, Kendall Jenner, Kith, Hidji World, P.E Nation, Juice Wrld, Slumpy Kev, DNTWATCHTV, Slawn, Cat McNeil, Josephine Skriver, and A$AP TyY. A 2017 collaboration with Travis Scott drew substantial attention and was reported to have sold out worldwide; a 2019 project with Kendall Jenner took the form of an eight-piece capsule collection, "Sign of the Times." The brand is also known for theatrical and sometimes controversial marketing. A 2001 runway show using 200 live rats attracted international media attention. Later campaigns and catalogues used sexually provocative or confrontational imagery, including a 2007 sunglasses catalogue and the 2013 "Sex! & Fashion" capsule window campaign. These episodes reinforced Ksubi's reputation for challenging conventional fashion presentation, although the 2013 campaign drew consumer backlash. Ksubi's current business spans denim, apparel, accessories, eyewear, underwear, and children's clothing. Its physical retail includes a New York SoHo flagship and stores or flagships in Los Angeles, Chicago, Miami, Sydney, Melbourne, and London. In September 2024, Pip Edwards was appointed creative director, marking a new creative leadership phase for the active Australian label.
History
Ksubi began in 1999 on Sydney's Northern Beaches when Gareth Moody, Dan Single, Paul Wilson, and George Gorrow sought alternatives to the denim fits then available in the market. They began manufacturing their own jeans and other denim garments under the name tsubi. From the outset, the label's identity was tied to experimentation, distressed denim, and a confrontational approach to fashion presentation. The young brand attracted attention in Australia through unconventional events and imagery. In 2001, it staged a runway presentation involving 200 live rats, an incident that generated international headlines and established a reputation for spectacle. The label expanded its cultural activity through publishing and photography: a five-year anniversary book was launched in 2005 in several international cities, and the Magnum Opus eyewear photography exhibition toured Sydney, Melbourne, Perth, and Paris in 2006. The same year, a collaboration with !K7 produced a Ksubi-branded DJ Kicks mix associated with Dan Single's DJ identity, Dangerous Dan. Ksubi made its international fashion debut in London in 2002, using the abandoned Aldwych tube station as the setting for its displays. Its international profile grew through premium wholesale distribution and a visual language that connected Australian street culture with music, art, and nightlife. In 2006, the business changed its name from tsubi to Ksubi after a trademark infringement dispute. The Ksubi name and box-cross logo subsequently became central elements of its global branding. The label's creative network broadened through collaborations. Jeremy Scott worked with Ksubi on the Jeremy Loves Ksubi project shown during New York Fashion Week in 2006. In 2007, Richard Nicoll designed a three-style Ksubi eyewear collection presented around London Fashion Week. Ksubi also published Sign of the Times in 2007, a photographic book documenting a large touring sculpture created by the brand. The sculpture traveled from Los Angeles to Burning Man in Nevada and onward to New York. Ksubi's corporate structure changed during the 2010s. Bleach, a clothing manufacturer that also owned Insight and Something Else, purchased the label in 2010. Bleach went into liquidation in 2013, and Breakwater Management acquired Ksubi. General Pants Group obtained the global distribution licence in 2014 and began helping the brand develop a broader international retail footprint. The rollout of physical stores started with New York and Los Angeles in 2016, while Ksubi continued to sell through premium retailers in Australia, North America, Europe, and Asia. Celebrity and cultural collaborations became increasingly prominent. In 2017, Travis Scott launched a limited Ksubi collection and performed at the brand's New York store. The collaboration attracted global attention and was reported to have sold out worldwide. In 2019, Ksubi partnered with Kendall Jenner on the eight-piece Sign of the Times capsule and campaign, and it worked with Kith during New York Fashion Week. The brand also announced a collaboration with New York street artist Hidji World in November 2019. Other collaborations during the period included projects with Slumpy Kev, DNTWATCHTV, Slawn, Cat McNeil, Josephine Skriver, P.E Nation, Juice Wrld, and A$AP TyY. In 2020, Ksubi separated from General Pants Group. Former chief executive Craig King led the resulting Ksubi Sales International operation. Following interruptions caused by the COVID-19 pandemic, the company restarted its global expansion in 2022 with flagship activity in Miami, Chicago, and London. It expanded its assortment into underwear and children's clothing in 2023, broadening the brand beyond its traditional denim-led offer. In September 2024, Pip Edwards was named creative director. Ksubi remains an independently operated Australian label with a global retail and wholesale presence, centered on denim, streetwear, collaborations, and provocative cultural marketing.
- 2024
Pip Edwards becomes creative director
[1]Pip Edwards is appointed creative director in September.
- 2023
Expansion into underwear and children's clothing
[1]The label adds underwear and children's products to its established denim and streetwear assortment.
- 2022
Global expansion resumes
[1]Ksubi reactivates its global expansion after pandemic interruptions, including flagship activity in Miami, Chicago, and London.
- 2020
Separation from General Pants Group
[1]Ksubi separates from General Pants Group, with Craig King leading Ksubi Sales International.
- 2019
Sign of the Times capsule with Kendall Jenner
[1]Kendall Jenner fronts a campaign and collaborates on an eight-piece capsule collection.
- 2017
Travis Scott collaboration
[1]Ksubi launches a limited collaboration with Travis Scott and opens its New York store with an in-store performance.
- 2016
International store rollout begins
[1]The brand begins expanding physical retail internationally with locations in New York and Los Angeles.
- 2014
Global distribution licence granted to General Pants Group
[1]General Pants Group obtains the licence for Ksubi's global distribution.
- 2013
Breakwater Management acquires Ksubi
[1]Breakwater Management acquires the label after Bleach enters liquidation.
- 2010
Acquired by Bleach
[1]Clothing manufacturer Bleach purchases Ksubi.
Products and positioning
Premium contemporary streetwear for younger fashion consumers, differentiated by Australian roots, statement denim, rebellious styling, music and art culture, and limited collaborations.
Denim · 1999
Signature denim
Ksubi's core product is denim, including jeans, jackets, shirts, and related garments. The range is associated with distressed finishes, distinctive washes, graphic details, strong silhouettes, and the box-cross logo. Denim provides the foundation for the label's streetwear identity and remains the principal platform for seasonal collections and collaborations.
Apparel
Streetwear apparel
Ksubi's broader apparel assortment includes T-shirts, tops, outerwear, shorts, trousers, and other casual garments. These products extend the denim aesthetic through graphic branding, oversized or contemporary streetwear proportions, and references to music, nightlife, punk, and youth culture.
Accessories · 2006
Ksubi eyewear
Eyewear has been a recurring extension of Ksubi's visual identity. The brand produced collaborative eyewear with Richard Nicoll in 2007 and later supported eyewear-focused creative projects, including the Magnum Opus photography exhibition.
Limited-edition apparel · 2006
Collaborative capsules
Ksubi regularly uses limited collaborations to connect its denim and streetwear offer with influential musicians, designers, artists, models, and retailers. Notable projects include collaborations with Jeremy Scott, Travis Scott, Kendall Jenner, Kith, Hidji World, P.E Nation, Juice Wrld, and A$AP TyY.
Apparel · 2023
Underwear
Ksubi expanded into underwear in 2023, extending its branded apparel proposition into a closer-to-body category.
Children's clothing · 2023
Ksubi Kids
The brand entered children's clothing in 2023, adapting its recognizable denim and streetwear language for a younger customer segment.
Controversies
2013
Sex! & Fashion campaign backlash
The Sex! & Fashion capsule and its General Pants Co. window presentation received consumer backlash over sexually provocative imagery.
2007
Provocative sunglasses catalogue
A Ksubi catalogue showing sunglasses positioned on penises drew attention for its sexually explicit imagery.
2001
Live rats used in runway presentation
Ksubi's use of 200 live rats on a catwalk attracted international criticism and media attention because of animal-welfare and shock-marketing concerns.
Marketing campaigns
- 2019Sign of the Times
Global
Kendall Jenner became the face of Ksubi's Fall 20 campaign and worked with the label on an eight-piece capsule collection. The project increased the label's visibility among international fashion and celebrity audiences.
Outcome. The project increased the label's visibility among international fashion and celebrity audiences.
- 2019Ksubi x Kith New York Fashion Week collaboration
United States
Ksubi partnered with New York retailer Kith for its annual New York Fashion Week show. The collaboration reinforced Ksubi's connection with premium streetwear retail and fashion-week culture.
Outcome. The collaboration reinforced Ksubi's connection with premium streetwear retail and fashion-week culture.
- 2017Travis Scott collaboration
Global
Ksubi launched a limited-edition collection with Travis Scott alongside a performance at its New York store. The collaboration received global attention and was reported as selling out worldwide.
Outcome. The collaboration received global attention and was reported as selling out worldwide.
- 2006Jeremy Loves Ksubi
United States
Ksubi collaborated with Jeremy Scott on a project shown during Scott's New York Fashion Week presentation. The project connected the Australian label with the New York designer and fashion-week circuit.
Outcome. The project connected the Australian label with the New York designer and fashion-week circuit.
- 2001Live-rat runway presentation
Australia
Ksubi used 200 live rats in a runway presentation, making the event one of the label's most widely reported early publicity moments. The presentation generated international attention and helped establish Ksubi's deliberately provocative reputation.
Outcome. The presentation generated international attention and helped establish Ksubi's deliberately provocative reputation.
Brand decisions
2023
Expand into underwear and children's clothingStrategyBackground
Ksubi's historical offer had been concentrated on denim and adult streetwear.
Action taken
The brand added underwear and children's clothing.
Aftermath
The category expansion broadened Ksubi's addressable product range beyond its traditional denim base.
2020
Separate from General Pants GroupStrategyBackground
Ksubi's distribution and operating structure evolved after several years of international expansion.
Action taken
Ksubi separated from General Pants Group, and Craig King led Ksubi Sales International.
Aftermath
The brand continued as an independently operated label and later resumed global flagship expansion.
2014
Appoint General Pants Group for global distributionStrategyBackground
Ksubi sought to expand its international reach beyond its Australian base.
Action taken
General Pants Group obtained the licence for global distribution.
Aftermath
The arrangement supported the subsequent rollout of international Ksubi stores.
2013
Breakwater Management acquisitionM&ABackground
Bleach entered liquidation, creating a change in control for its fashion assets.
Action taken
Breakwater Management acquired Ksubi.
Aftermath
The label continued operating and later granted General Pants Group a global distribution licence.
2010
Bleach acquisitionM&ABackground
Ksubi was operating as an Australian denim and streetwear label with growing recognition.
Action taken
Clothing manufacturer Bleach purchased Ksubi.
Aftermath
Ksubi became part of a portfolio that also included Insight and Something Else until the subsequent ownership change after Bleach's liquidation.
2006
Rename the label KsubiStrategyBackground
The original tsubi name became the subject of a trademark infringement dispute.
Action taken
The business changed its brand name to Ksubi.
Aftermath
Ksubi became the label's continuing global identity and was associated with its box-cross logo.
Recent events
- 2024
Pip Edwards named Ksubi creative director[1]
Leadership change
Pip Edwards was appointed creative director in September 2024.
- 2023
Ksubi enters underwear and children's categories[1]
Product launch
The brand expanded beyond its established denim and streetwear categories into underwear and children's clothing.
- 2022
Ksubi resumes global flagship expansion[1]
Other
After pandemic-related interruptions, Ksubi restarted global expansion with flagship locations in Miami, Chicago, and London.
- 2020
Ksubi separates from General Pants Group[1]
Leadership change
Ksubi separated from General Pants Group, with former chief executive Craig King leading Ksubi Sales International.
- 2019
Ksubi and Kendall Jenner release Sign of the Times capsule[1]
Campaign · Product launch
Kendall Jenner fronted the Fall 20 Sign of the Times campaign and collaborated on an eight-piece capsule collection.
- 2019
Ksubi partners with Kith for New York Fashion Week[1]
Campaign
Ksubi teamed with Kith for the retailer and label's annual New York Fashion Week show.
- 2017
Travis Scott performs at Ksubi New York store opening[1]
Campaign · Product launch
Travis Scott marked the New York store's launch with a 40-minute in-store performance and a Ksubi collaboration.
- 2016
Ksubi starts international physical-store rollout[1]
Other
General Pants Group began expanding Ksubi's physical retail network internationally, starting with New York and Los Angeles.
- 2014
General Pants Group obtains Ksubi global distribution licence[1]
Other
General Pants Group obtained the licence for Ksubi's global distribution.
- 2013
Ksubi changes ownership after Bleach liquidation[1]
M&A · Bankruptcy
Following Bleach's liquidation, Breakwater Management acquired Ksubi.
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