Australian fashion label Ksubi was created in 2000 by surfers Dan Single, George Gorrow and Gareth Moody. Disenchanted by the denim ranges available in stores, they set up their own jeans brand. The label has since branched out to develop a full clothing collection. The Ksubi premise is based on unisex jean styles with a distressed and sometimes deconstructed finish – a pair of Ksubi jeans is like your favourite old pair of jeans, but brand new.
The story of Ksubi starts with Aussie surfers and musicians Dan Single, George Gorrow, Paul Wilson, Oscar Wright, and Gareth Moody, and their hunt for the perfect pair of jeans. Unable to find a style with the personality they craved, in 2000 the friends began their own denim-centric line detailed with rock-and-roll touches, like deconstruction (in those days, done with an angle grinder) and bleaching. After making a splashy debut at Australian Fashion Week—where the designers made headlines for beginning the show with a swarm of rats—the Ksubi denim earned itself a cult following that continues to grow today.