How Ksubi Became the Go-To Denim Brand In Rap When Yeat rapped “colour of the jeans, I buy trueys and Ksubis,” on his 2021 track Money Twërk, he was not only giving a shout out to his favourite denim brands, but he was also paying homage to the denim brands favoured by rappers since the mid 00s. Though hip-hop is synonymous with the baggy jeans of the ‘90s, the 00s arrived with a new era of skinny denim that entered via the cultural exchange of skateboarding and the indie music scene. Style leaders like Pharrell and Lil B pushed slim cuts worn low slung off the waist, while New Boyz stunted with unforgettable flashes of nu-rave neon. Brands like American Apparel and Hedi Slimane’s skinny fits at Dior often get cited as early adopters, but Australian denim brand @Ksubi had been carefully crafting skinny fit jeans for rock stars before either got their start. In fact, when Ksubi’s co-founders first met one another in Los Angeles, they bonded over a love of fashion, music and the fact they could never find any jeans that fit well and looked good. When they returned home to Australia, they would join forces again and create a band. To look the part on stage, the trio would create their own clothing that reflected their punk rok image. Frustrated with the lack of denim with attitude and a skinny fit, they debuted Tsubi in ‘99, later becoming Ksubi in ‘06 after a trademark infringement. Though the brand initially took flight via Sydney’s scene models and bands in the early 00s, it was during rap's ascent to rock star stastus in the 2010s that saw the label explode in the mainstream. Early support from A$AP Rocky and Theophilus London paved the way for rappers like Lil Uzi Vert, Playboi Carti, Juice Wrld and XXXTENTACION to make it a staple of youth culture and their lyrics. Travis Scott even collaborated with the brand for a 10-piece collection in 2017. This year Ksubi celebrates 23 years by honouring the brand's connection to music and culture. Among the 23 upcoming names selected in art, sports and music are talents like Clip, Skaiwater, Zelooperz and 27Delly who continue to further embed the brand in music today.