Just under two weeks ago, Sydney based denim label Ksubi opened the doors to a new Melbourne store, White Bored. Following the closure of their first Melbourne store in Armadale, the Sydney-based label’s new Melbourne Central store is set to be joined by a new Chapel Street store in the near future.

A brand born out of a dissatisfaction with ill-fitting jeans, Ksubi have taken the international market by storm since their inception 10 years ago with a denim installation in the depths of an abandoned tube station in London. Since then, Ksubi has remained a sub-cultural icon.

The White Bored store’s introduction comes in the form of an online video, which exposes the Ksubi ‘workaholic’ lying motionless as building tools are piled on his sleeping body. It is a nod to their fashionably deadpan style, which translates to their range of super-tight jeans, boots, shades, silver oxidized rings and their one-off and sample Kustom range.

White Bored will house the ’11 spring /summer collection, the mantra of which is A radical departure from nothing…. Abstract sentiments like these are scrawled across the fresh white walls in pencilled graffiti, reminiscent of the musings left on public toilet walls. Made from unfinished wood, the cabinets are on a slight lean, drawing attention to the range of denim in every shade from pineapple yellow to pink snakeskin. Exposed fixtures, light boxes and chairs covered in rusty nails serve as in-store art installations.

White Bored
Melbourne Central, Level 2, shop 206
Corner Lonsdale and Latrobe Streets, Melbourne
(03) 9662 2276

Mon to Thu 10am–6pm
Fri 10am–9pm
Sat 10am–6pm
Sun 11am–5pm

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