Cultural Tension
Ksubi’s rebel spirit was iconic in Australia but undefined globally.
Brand Truth
Ksubi doesn’t follow fashion. It follows attitude.
The Idea
Codify the brand around one truth: The Triumph of the Outsider.
A global creative platform that turns every touchpoint (brand, product, comms, moments) into something unmistakably Ksubi.
Why It Matters
A streetwear cult brand became a global cultural force, ready for the U.S. and European markets.
Agency: Smile Agency (Part of Bashful Group)
Client: Ksubi
