There’s a world of difference between this label and its denim rivals, which isn’t just due to its Australian address.
There are certain challenges faced by Australian brands. Working out of sync with the seasons of the northern hemisphere, and being geographically a bit of a trek from where most of the action is, can mean making a mark on the fashion industry is a bit of a battle. But not for premium denim brand Ksubi.
While the first letter of the name is silent, the label is anything but, taking risks and making a characteristic noise with a punchy mix of attitude-packed campaigns, a content-rich website and eclectic special projects.
You need only spend a few minutes on the site and you’ll come across a balletic video of models jumping over muscle cars, an ‘interesting’ way of presenting its sunglasses range using a certain part of the male anatomy, as well as the lowdown on its collaborations and collections. It’s a great place to have a dig around and get a sense of the brand.
Working away from the intense trend-centric markets in Europe and the US, the way the brand puts the ranges together is less reliant on passing fads and more centred around the Ksubi viewpoint on the world. Setting its own agenda has meant the brand really stands out, having built a cult following.
Denim, particularly women’s camo and leopard-print styles, sold well for spring 12, while for autumn the brand is backing pattern, leather and sharp, slim cuts. Fabrics have gone in a more luxurious direction, with wholesale prices ranging from £21 for a T-shirt to £247 for a leather dress, but Ksubi doesn’t see this as a repositioning of the brand, but rather as part of its natural development.
“We aren’t shifting, we are developing the Ksubi brand. We’ve been around for 12 years now, so each year we evolve and change with the times,” says global brand director Paul Wilson.
Ksubi offers a short-order service ranging from 30 to 45 days, depending on where the order is received from, which halves the brand’s usual 90-day turnaround, making picking up a piece of ‘luxury street’ easier than ever.
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