We joined forces with irreverent luxury denim brand Ksubi to bring their distinctive style and rebellious spirit to the UK.

The brand – regularly name-checked by the North American rap scene – wanted a space with a distinctive and unique identity in London’s Soho.

Their first UK store plays with harmonious contrast, combining premium and imperfect materials. Outside, the facade is deliberately subtle with paired back signage and the unmistakable cross logo sprayed onto the windows. The bold attitude continues inside with an exposed concrete ceiling that provides the humble backdrop to a custom cartoonish sculpture by self-proclaimed ‘con-artist’ Slawn.

To create a sense of the unexpected, we designed an attention-grabbing element that looks like a steel box dropped into the corner of the store. It features cubby holes for products, an inlaid marble cash desk and hides both the upstairs fitting rooms and a staircase leading to the VIP area below.