Ultrabook Project: ksubi, Australia’s Surf Subculture Kustom Designs
In every city that will.i.am has visited as part of the Ultrabook Project, fashion has been a big part of the experience. will.i.am is known for his incredible, cutting-edge fashion sense and discovering new, innovative looks is part of what inspires him. In Sydney, he was so inspired by some of the clothes he found that he decided to get a little “hands-on” experience creating his own look.
ksubi is one of will.i.am’s favorite designer looks, so when he touched down in Sydney, he headed to ksubi kustoms boutique to check out the latest trends in eyewear. After stocking up on glasses, will.i.am was drawn to the handcrafted jean jackets being customized at the shop. He decided to hang out with co-founders Dan Single and George Gorrow, both punk-rock surf cats, and work with them to put together a jacket of his own.
“What’s unique about their store is that they keep the creativity in their business. You can go to the store and customize your own stuff.”
ksubi, one of Australia’s most famous brands, began out of frustration. When Single and Gorrow couldn’t find a pair of jeans that fit them, or their lifestyle, they decided to design their own. Uninfluenced by consumer trends, Single and Gorrow quickly gained a cult-like status by staying true to the surf subculture they loved.
In 12 short years, ksubi has evolved into a fashion empire notoriously known for its super skinny cuts, innovative washes and edgy detailing. ksubi designs are a kind of social commentary, influenced by art, music, and a surf lifestyle that has made it an iconic Australian fashion brand.