Ksubi
From Wikipedia, the free encyclopedia
| Tsubi | |
| Type | Private |
|---|---|
| Founded | 2000 |
| Headquarters | Sydney, Australia |
| Industry | Clothing |
| Products | Denim |
 |
Ksubi (formally Tsubi) is a youth-orientated Australian clothing label. Originally specialising in highly distressed and treated jeans, the company has since branched out to produce full concept collections, and has become one of Australia's most respected high-fashion street labels.
Their products are popular among young fashion conscious consumers and is heavily influenced by the rock music aesthetic. The label is now available in over 16 countries and Tsubi-purpose stores in both Sydney and New York City.
The label was founded as Tsubi, but in early 2006 they changed their name outside of Australia to Ksubi after Tsubo sued them.[1]
Tsubi rarely advertise, but are heavily featured in fashion editorial. They have developed a developed a cult following since their sudden explosion onto the fashion scene. The success of the label is due largely to the fact that the designs are reactionary to the current trends in fashion. Earlier Tsubi jeans were highly distressed and often torn and this was the fashion with denim at the time. The latest Ksubi line is characterised as slimmer and tappered fitting, drainpipe jeans feature heavily.
[edit] History
The Founders of Tsubi are George Garrow, Gareth Moody, and Dan Single, surfers from Sydney who started the label in 2000, whilst playing in a band along with Oskar Wright, designed their own clothes as they could not find anything else that they deemed to be appropriate.
Single, Garrow and Moody experimented in the backyard, using various tools such as sandpaper in an attempt to make jeans that filled their desire for worn and distressed jeans. The earlier jeans were heavily distressed and torn, giving each jean a unique characteristic. The cut was wider and baggier, for both males and females and this became a trademark for the label at the time. The original wideleg Tsubi jean for females was characterised as a low rise wide leg fit.
Although they had no previous fashion design experience, their clothes did not go unnoticed, they were soon asked to show them at Mercedes Fashion Week in May 2001, where they controversially released 169 live rats onto the catwalk. The stunt worked in their favor, sending them to international acclaim. This rather anti-traditional attitude became associated with the label, more controversy followed when models were thrown overboard into Sydney Harbour from a three-story cruiser.
