THE PARTY NEVER ENDS AS KSUBI DROPS SECOND COLLABORATION WITH JUICE WRLD 999

18 JANUARY 2024 – Global streetwear brand Ksubi has dropped Ksubi x Juice WRLD 2.0, the second chapter of their collaborative project with Juice WRLD’s brand, 999 Club. The collection launches with a star-studded campaign featuring Juice WRLD’s close friends and rappers Polo G, Ski Mask The Slump God, producer Haan, DJ Scheme and more, ahead of the much anticipated release of Juice WRLD’s final album, ‘The Party Never Ends’.

Building off the success of the first collection, this highly-anticipated second iteration expands on the Ksubi x Juice WRLD 999 partnership, which arrives following a sold-out pre-release at Ksubi Chicago in December to mark Juice WRLD Day 2023.

The 17-piece collection explores a wider range of silhouettes consisting of denim, outerwear, fleece, graphic tees, and accessories that draw inspiration from Juice WRLD’s musical output and connection to art, his unique lived experience, and his personal mantra of taking all negative in life and reversing it into something positive.

Applique textures, layering, wax coated denim and novel graphics elevate the offering across Ksubi’s iconic denim styles including Chitch jeans and Classic Jacket. The Ksubi x Juice WRLD 2.0 collection introduces two new Ksubi denim silhouettes, the Maxx Operator, a carpenter-style wide

leg jean boasting the iconic ‘999’ logo and font throughout, and the Bronko Cargo, a bootleg jean featuring cargo pockets and a buttoned hem for a stacked aesthetic. The range also features Ksubi’s signature 4x4 Biggie t-shirts and a zip through Kash hoodie.

The collection was shot by photographer Neriyah and editor/producer, Nolan Riddle at Juice WRLD Day 2023 in Chicago and various locations in Los Angeles, with video by legendary director Steve Cannon alongside never-before-seen footage of Juice WRLD. The campaign features rappers and close friends who recognized Juice WRLD as trailblazers: Polo G, DD Osama, Jehkai, Stunna Gambino, Luh Tyler, Ski Mask the Slump God; as well as frequent Juice WRLD collaborators: ‘Feline’ producer Haan; Nick Mira of ‘Lucid Dreams’ fame; and ‘Conversations’ track master, DJ Scheme.

Juice WRLD encapsulated the Ksubi ethos of the rebellious individual who did things his own way and expressed himself via different avenues. A transcendent talent, Juice WRLD’s emotionally vulnerable style took him to unprecedented heights in 2022 as one of the most listened to artists in Hip-Hop. Tragically, the music world lost Juice WRLD prematurely, but his legacy lives on through the 999 Club collective.

Ksubi CEO Craig King said of the collection: “Off the back of our first project with Juice WRLD 999 and seeing the overwhelming response from his fans, it was only natural to continue the Ksubi x Juice WRLD 999 story, celebrating Juice WRLD’s greatness with this second collection.”

Manager of Juice WRLD and COO of Grade A Productions Peter Jideonwo stated: “We’re excited to continue our partnership with Ksubi. Our goal is to push creativity and innovation while changing the game.”

Ksubi x Juice WRLD 999 2.0 will drop online at Ksubi.com, all Ksubi stores, 999Club.com, as well as Saks Fifth Avenue, Culture Kings and select retail partners globally on January 18th 2024.

CAMPAIGN IMAGERY BY NERIYAH AND NOLAN RIDDLE HERE. FLAT LAY IMAGERY HERE.

FULL MEDIA KIT HERE.

For further details contact Christian Grant-Fields, Global PR and Communications Christian.Grant@ksubi.com

ABOUT KSUBI

Ksubi was founded in 1999, and quickly gained a reputation as one of Australia's hottest fashion labels. Our legacy was established. We became known for our DIY, rebel attitude and our now-iconic distressed denim and box cross logo. It wasn't long before our signature look caught the eye of some of the most influential people in music and fashion.

Establishing ourselves as a global streetwear icon, KSUBI is sold through some of the world’s most notable retailers including being the number one brand in SAKS 5th Avenue and the number one denim brand in KITH. Lines around the block are now a regular occurrence at our New York, Los Angeles, London, Chicago, and Miami stores, with a new location coming soon to Sydney, and a Melbourne store set to open in 2024.

ABOUT LIVE FREE 999 FOUNDATION

Live Free 999 was founded by Carmela Wallace to honor her son Jarad “Juice WRLD” Higgins. Carmela was inspired to name the foundation Live Free 999 after looking at a picture of Jarad wearing a jean jacket he bought from a thrift store; on the back of the jacket he painted “Live Free.” Through his music, Jarad shared the emotions that tormented him with the world. The messages in his music resonated with others who shared the same struggles. Carmela has received countless messages from his fans stating that Jarad’s music helped them with depression and anxiety. Live Free 999 seeks to carry on his legacy.

Our mission is to support programs that provide preventative measures and positive avenues to address mental health challenges and substance dependency. Through financial grants and partnerships, Live Free 999 will bolster organizations providing positive mental health treatments and alternatives to drug use. Beyond providing financial support, Live Free 999 wants to continue the conversation around mental health and addiction.

CHITCH TRASHED DEVIL JEANS