Some 27 years later, Ksubi is giving its signature four-cross logo a cozy upgrade.
This week Ksubi launched the 4×4 Collection, the latest installment in the Australian brand’s steady cadence of limited drops aimed at its global streetwear audience. The brand describes 4×4 as a revisited, renewed and rebuilt update to its off-duty uniform.
Made for “those who don’t follow the script,” the 14-piece men’s collection emphasizes premium leisurewear and heavyweight fleeces rendered in tonal hues like espresso, white, black and charcoal. Styles include hoodies, T-shirts, track pants and shorts.
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Each garment is finished with flocked appliqué of the brand’s four-cross logo—a “quiet code for disruptors in the know.”
“It’s the kind of wardrobe that’s built to stay in or step out, designed for wherever the day (or night) leads, and all hours in between,” the company said.
Founded in Sydney at the end of the millennium, Ksubi has since built a cult following through bold graphics and culturally resonant collaborations—the fruits of a heavy emphasis on attitude-driven marketing.
Shot inside a dimly lit hotel suite overlooking the city, the 4×4 collection’s campaign captures late-night downtime—pairing oversized sweats and fleece with a moody, after-hours setting. The “new klassic” capsule builds on the “anti-sport” company’s core formula: distressed washes, oversized silhouettes, logo-driven detailing.
The 4×4 collection is available now on Ksubi’s website and in stores in New York, Los Angeles, Miami, Chicago, Sydney and Melbourne.
