MEN'S KSUBI

Australian denim expert Ksubi was created with an aim to offer signature denim with a deliberately unfussy style, and over 20 years on, it's more popular than ever. After initially building a cult following in Australia (originally under the name Tsubi), it debuted its first-ever collection on the other side of the world in its premier international show in the abandoned Aldwych tube station, London, in 2002. From there, Ksubi hopped across the Atlantic, making huge waves in the US with high-profile fans like A$AP Rocky, Kendall Jenner, Ruby Rose, and The Internet. Whatever you do, don't pronounce the K; it's silent.