Ksubi And CEO Craig King Celebrate 23 Years With A Collection For The Next Generation

“Carefully not caring” is how Craig King, the Chief Executive Office of denim brand Ksubi, describes its aesthetic. King says that “my oldest jeans are my favorites, the ones that have aged with me – they are like old friends,” of his wardrobe and his sentiment on fashion and having sustainable style. Denim is historically a life-long journey, having longevity that defines a certain sense of sustainability.

Australian denim brand Ksubi embraces and engages with creative outsiders for inspiration within its community. “Art on tees and jeans is our signature look, and this naturally leans into the streetwear aesthetic,” declares King. The denim brand supports the novel elements intrinsic to fashion aesthetics everywhere through collaboration, adapting to change, and developments in the industry.

Recently launching a limited edition 23 Collection, Ksubi and CEO King worked with 23 up-and-coming creatives to capture audiences. Talent like NBA rookie and New Orleans Pelican Dyson Daniels, Urban Wyatt, photographer for artists like Jack Harlow, NFT artist Serwah Attafuah and rappers Skaiwater, Jess B, Clip, and ZelooperZ were tapped for their unique perspectives and fan base, extending the denim line to new consumers in the next generation of Ksubi’s brand lineage.

Ksubi is “luxe-rebellion” in a “beautifully imperfect” denim design that captures trends and exploits the versatility of denim pants, according to King. These two ideas define Ksubi as “instinctively raw-edged – this makes us somewhat polarizing. We are purposely not for everyone which makes us most appealing to our core customer base who is looking for something original and uniquely their own,” King identifies.

Longevity in fashion is challenging, and Ksubi has successfully thrived over its 23 years in production, and King has endured with the brand from the beginning. “I started my career as a buyer and moved into design when I couldn’t find the specific products I wanted to buy for my stores. I first became associated with Ksubi as a [wholesaling] customer when I was CEO at General Pants Co, Ksubi’s biggest account back in the mid-2000s.”

Building relationships with the next generation of talent embraces consumers and guides the Ksubi brand as it navigates trends. Ksubi has opened a studio series called Kstudio in Sydney, Australia, that features music artists like Atlanta rapper JID, and Australian Drill rapping trio ONEFOUR, who bring the energy that Ksubi translates into its collections. Kstudio by Ksubi hosts exhibits highlighting art and artist that reflect its cultural aesthetic. The exhibit titled “Cat’s Back” featured photographs of model Cat McNeil by Pierre Toussaint, celebrating Ksubi’s current denim muse, McNeil.

Ksubi recently held a party to celebrate its 23 years of production at its New York City retail space, inviting fans of the brand and hosting a stage for artists to perform like Skaiwater. “We are currently working on opening up retail locations in Chicago [opening October 2022] and London to further connect with our core customers and dive deeper into their communities,” concludes King. Ksubi has established a foundation ready for the new wave of talented and vibrant talent that will inspire denim and designs that resonate with streetwear enthusiasts and global urban culture.

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