Ksubi

Gareth Moody, Dan Single, Paul Wilson and George Gorrow started the label on Sydney's Northern Beaches in 1999, as Tsubi, because they couldn't find jeans they liked, and made headlines around the world in 2001 by releasing 200 live rats onto the runway at Australian Fashion Week. A trademark dispute forced the change to Ksubi in 2006. Slim, distressed denim is still the heart of the label, which now has flagships in New York, Los Angeles, Chicago and Miami.