Tsubi

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Tsubi is an Australian denim and clothing label popular specialising in highly distressed and treated jeans. Their product is popular among young fashion conscious consumers and is heavily influenced by the rock music aesthetic. The label is now available in over 16 countries and Tsubi-purpose stores in both Sydney and New York City, with another store opening up soon in Melbourne.

Tsubi is rarely advertised in fashion press but has developed a cult following since its birth. The success of the label is due largely to the fact that the designs are reactionary to the current trends in fashion. Earlier Tsubi jeans were highly distressed and often torn and this was the fashion with denim at the time. The latest Tsubi line is characterised as slimmer and tappered fitting, drainpipe jeans feature heavily.

History

The Founders of Tsubi are George Garrow, Gareth Moody and Dan Single, surfers from Sydney who started the label in 2000, whilst playing in a band along with Oskar Wright , designed their own clothes as they could not find anything else that they deemed to be appropriate.

Single, Garrow and Moody experimented in the backyard, using various tools such as sandpaper in an attempt to make jeans that filled their desire for worn and distressed jeans. The earlier jeans were heavily distressed and torn, giving each jean a unique characteristic. The cut was wider and baggier, for both males and females and this became a trademark for the label at the time. The original wideleg Tsubi jean for females was characterised as a low rise wide leg fit. Sass and Bide produced a very similar jean known as the "Rabbit Boy".

Although they had no previous fashion design experience, their clothes did not go unnoticed, they were soon asked to show them at Mercedes Fashion Week in May 2001, where they controversially released 169 live rats onto the catwalk. The stunt worked in their favor, sending them to international acclaim. This rather anti-traditional attitude became associated with the label, more controversy followed when models were thrown overboard into Sydney harbor from a three-story cruiser.

External links

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