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SUBU vs Firsthand: similarities and differences

Compare brand traits, similarities and differences.

Reference brand: SUBU Swap brands

SUBU

Japan Founded 2016

Outdoor & functional · Minimal & basics · Polished & dressy

Firsthand

Japan Founded 2019

Minimal & basics · Trends & youth culture · Polished & dressy

Similarities and differences

Shared traits

  • No shared traits are available.

Different traits

  • Outdoor & functional

    SUBU shows a stronger emphasis

  • Avant-garde & designer

    Firsthand shows a stronger emphasis

This pair is not included in the similar brands recommendations.

Trait comparison

  • SUBU (solid line, circles)
  • Firsthand (dashed line, squares)
Traits of SUBU and Firsthand, shown relative to each brand.
How to read the chart

Traits farther from the centre are more prominent within each brand. The chart uses the same relative display as the brand profile. Area does not indicate brand quality or absolute differences between brands.

Traits by category

Bar lengths show how prominent each trait is within each brand.

  • SUBU
  • Firsthand
Minimal & basics
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Polished & dressy
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Luxury & heritage
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Avant-garde & designer
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Decoration & playfulness
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Streetwear
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Trends & youth culture
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Sporty & sportswear
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand
Outdoor & functional
SUBU：Relative prominence within the brand
Firsthand：Relative prominence within the brand

Basic information

Field
SUBU
Firsthand
Country Japan Japan
Founded 2016 2019
Category Footwear Clothing
Other categories — Lifestyle products Art projects

— indicates information that is not available.

Brand profiles

Brand lines

SUBU

  • SUBU NANNEN

    Within SUBU’s lineup, this outdoor-oriented derivative line is designed for use near fires, such as ...

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  • SUBU VAMP

    A derivative line positioned as an “evolved” version of SUBU, building on its signature comfort with...

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  • SUBU amp

    A premium label launched by SUBU in 2018, this derivative line is centered on “premium basics,” elev...

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  • SUBU RE:COLLECTION

    Re: is a spin-off line developed by SUBU as a sustainable collection that “moves forward toward the ...

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Firsthand

No information is available.

Collaborations

SUBU

  • 2025-11-28

    TOGA

    TOGA and SUBU’s first collaboration, featuring winter sandals that incorporate TOGA’s coin metal and Western motifs/graphics into SUBU slip-ons with brushed lining and a four-layer insole.

  • A.P.C.

    A.P.C. × SUBU (November 2024): two styles of winter sandals. Available in A.P.C.-like colors and materials, including black and khaki, they are also ideal as year-end gifts.

SUBU collaborations

Firsthand

  • 2025-08-25

    Barbour

    In fall 2025, Firsthand released a special-order Barbour model. It was part of a joint rollout involving three brands, alongside FREAK'S STORE and Freada during the same period.

Firsthand collaborations

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