KSUBI’s presence in the global streetwear market has been undeniable, and since 1999 the brand has become recognizable for its unique approach to denim. To celebrate its 23rd anniversary, the brand is launching a limited-edition capsule and a huge advertising campaign – titling the new drop ‘KSUBI 23.’
Having a history of collaborating with big names such as Travis Scott, and being lauded by celebrities including A$AP Rocky, the brand has turned its lens to the next wave of up-and-coming artists and influencers to represent the basis of its past 23 years in business.
‘KSUBI 23’ is a collectible 15-piece capsule that comprises gold embroidery, gold hardware and gold detail across the collection, including waxed denim, cotton jerseys, hoodies, T-shirts, track pants and more. Collection colorways include primary tones such as white, red and black, and gold being introduced as an enhancement on the label’s “Royalty, Heroism and The Streets” font slogan – for the first time.
On the campaign side, the brand has enlisted cutting-edge talent including Slumpy Kev, Dyson Daniels, Jess B, Shay Sandiford, 27Delly, Skaiwater, Yazmine Rosario, Polo Perks and more, to round out a cast of 23 movers and shakers.
Speaking on their involvement with the brand campaign, Skaiwater, Yazmine Rosario and Polo Perks shared their thoughts. Perks says: “I first became hip to the brand in 2017, and been in love since. Honestly, I don’t see myself ever not wearing my Ksubi’s. There’s no limitation to the brand, it’s bigger than denim – it’s art, it’s detail, it’s our everyday necessity.”
“I heard Uzi namedrop Ksubi in a song, maybe 2016. I’ve been a fan of Ksubi since before I started music. Getting to work with them is a mindf**k,” adds Skaiwater. While Rosario says: “Working with a brand that has created a positive impact on my generation, also, wearing jeans my family couldn’t afford growing up inspires me to not give up on my goals. Most rap shows I would DJ at, someone inside always had a pair.”
Further emphasizing the talent’s input, CEO Craig King shares: “Ksubi has been blessed to have had some many incredible creatives contribute to the brand over the past 23 years. Ksubi 23 is a great moment to reflect on the past, but salute the next generation of creatives. We have assembled a diverse group of special talents whom we feel will be shaping the next 23 years.”
KSUBI’s new ‘23’ capsule will become globally available on September 6, on the brand’s website and at its standalone retail stores throughout the US. More information on the campaign’s cast can be found on the KSUBI lookbook page.
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