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Ksubi (formerly known as Tsubi) is an Australian fashion label founded in 1999 by George Gorrow, Dan Single, Paul Wilson and Oska Wright. Lauded for their distressed denim (a look achieved through hand sand-papering), the label embodied the surfer aesthetic favoured by its founders. Today, the Ksubi is probably the most coveted Australian fashion brand in the world, having built a significant presence and cult following globally. A brand, renowned for being uninfluenced by consumer trends and for setting its own agenda.