In 2002 a group of Buenos Aires art students from the University of Buenos Aires (UBA) created their own clothes brand.
SUBA as it’s named has become the brand to be seen in on the streets of Buenos Aires. According to PSFK’s Argentine correspondent Hernando Gomez Salinas SUBA has become “the ‘official clothes’ of all people who try to look ‘Street’ in Buenos Aires”.
Hernando goes onto say that SUBA have become so successful by collaborating with worldwide artists but also in the way that they have spread their name through guerrilla and viral marketing. The brand has been adopted by its fans and features in graffiti tags, stencils and urban art.