Est. Sydney, Australia x 2015
Pronounced soo-bee, the Australian label’s easily recognized by its signature denim hangtags and box-cross (double plus) logo. The brand emerged in the streetwear space following lyrical endorsements from artists like A$AP Mob, Lil Uzi Vert, Playboi Carti, and XXXTentacion.
Official collaborative projects include releases with Travis Scott (2017) and A$AP TyY (2022).