An Australian brand with a celebrity following is making moves to democratize one-of-a-kind jeans.
Ksubi introduced Wednesday the Kustom 2022 Collection, a limited line of jeans, denim jackets, leather jackets, hoodies and tees available online and for the first time through key retail partners.
Ksubi CEO Craig King said the collection is all about self-expression. Every garment in the lineup is individually “kustomised” and hand finished, so that no two pieces are alike.
“We have developed unique treatments specifically for our Kustom collection, such as a durable color spray, a fading and re-dying process, along with hand-appliqued original Ksubi woven patches to truly create distinctive pieces,” he said. “These processes paired with our multilayered printing techniques with heavy weight top stitching, hand sewn whip stitching details, and metal studding, add to the originality of these limited styles.”
The collection includes 10 styles for men and 10 styles for women. Women’s top sizes span XS-L and bottoms 23-32. Men’s top sizes span XS-2XL and bottoms 28-40.
A maximum of 100 units per style are available, with most running in more limited quantities. Retail prices are $99-$1,000.
For the launch Ksubi assembled a retail dream team of Saks, Neiman Marcus, Kith and Browns.
“Retailers are looking to better satisfy their customers and there’s been a very clear rejection of mass waste in the fashion industry,” King said. “Customized and unique products are the antithesis of mass consumption and as such are highly sought-after items. Truly unique items are rare, so Ksubi Kustom is a great opportunity to have a one-of-a-kind piece and we expect the drop to be highly coveted.”
The Kustom selection has historically been individual pieces that were created for celebrities like A$AP Rocky and LeBron James. In 2018, Ksubi released the pieces for the first time to consumers and expanded the product offering into the Kustom collection. Bella Hadid and Kendall Jenner are also fans of the brand.