ksubi

BRAND BOOK ON-GOING BRAND STRATEGY CREATIVE PROJECTS CAMPAIGN SHOOTS CHARITY ACTIVATIONS Kendall Jenner wearing a black crop top and mid-blue washed Ksubi jeans sitting on the floor of a white room, leaning back on the wall. The floor is white painted floorboards. A white radiator with peeling paint and a window with a white gauze curtain is in the background.

KSUBI WAS READY FOR THE NEXT CHAPTER IN THEIR STORY TO UNFOLD. THEY WERE LOOKING TO EXPAND FROM THEIR HOME IN AUSTRALIA AND TAKE ON THE NOTORIOUSLY DIFFICULT U.S. AND EUROPEAN MARKETS. 

But first, Ksubi needed to define what story they should tell in order to get there. 

KSUBI WAS READY FOR THE NEXT CHAPTER IN THEIR STORY TO UNFOLD. THEY WERE LOOKING TO EXPAND FROM THEIR HOME IN AUSTRALIA AND TAKE ON THE NOTORIOUSLY DIFFICULT U.S. AND EUROPEAN MARKETS. 

But first, Ksubi needed to define what story they should tell in order to get there. 
A young man with long brown hair and beard wearing a black t-shirt walking past the window hoarding of the under-construction Ksubi store in Carnaby St, London. The hoarding features a close-up image of Ksubi jeans covered in Ksubi brand symbols and handwritten lyrics from songs that mention Ksubi.

THE TRIUMPH OF THE OUTSIDER 

Ksubi was born with a rebel spirit. A natural fit for its unapologetically ripped and torn aesthetic. At the time, they were catching heat in the streetwear and hip hop subcultures, not because they conformed to them, but because they were a true outsider. And just like their fans, while they shared an outsider attitude, they all had ambitions for an eventual triumph. 
iPhone screens showing Instagram Stories of a Ksubi event iPhone screens showing Instagram Stories of a Ksubi event

INTENT: USE KSUBI’S UNIQUE BRAND STORY ‘THE TRIUMPH OF THE OUTSIDER’ AS A CREATIVE PLATFORM FOR EVERY SINGLE THING THE BRAND DOES. EVERY MOMENT, EVERY CREATION SHOULD BE UNMISTAKABLY KSUBI. 

An image of multiple pages of the Ksubi brand style guide document
The Ksubi boutique in Los Angeles

When working with Ksubi, we provide strategic direction
and creative concepts. Execution is split between Ksubi and Smile.
A photograph of a female model with brown shoulder-length hair, wearing a light blue Ksubi denim jacket which is falling off her shoulders. The model's shoulders and upper back is visible and are covered in classic-style tattoos.

When working with Ksubi, we provide strategic direction
and creative concepts. Execution is split between Ksubi and Smile.
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