Abstract The objective of this work is to learn sub-categories. Rather than casting this as a problem of unsupervised clustering, we investigate a weakly supervised approach using both positive and negative samples of the category. We make the following contributions: (i) we introduce a new model for discriminative sub-categorization which determines cluster membership for positive samples whilst simultaneously learning a max-margin classififier to separate each cluster from the negative samples; (ii) we show that this model does not suffer from the degenerate cluster problem that afflflicts several competing methods (e.g., Latent SVM and Max-Margin Clustering); (iii) we show that the method is able to discover interpretable sub-categories in various datasets. The model is evaluated experimentally over various datasets, and its performance advantages over k-means and Latent SVM are demonstrated. We also stress test the model and show its resilience in discovering sub-categories as the parameters are varied.