Justin O’Shea has announced that he’s launching his own menswear line named SSS World Corp.
This announcement follows his October 2016 departure from Brioni, after only one season with the fashion house. SSS World Corp will show its first collection in June during the SS 2018 menswear fashion shows.
032c, contemporary culture magazine and clothing line by Joerg and Maria Koch, will give SSS World Corp production and manufacturing support, as well as advisement.
“Everybody wants to disrupt everything these days,” Joerg Koch said to Business of Fashion. “We’re just happy to create alternatives to an establishment that’s way past its zenith. And what could be more fun than a joyride with Justin O’Shea? With Justin’s new venture SSS World Corp, we’re excited to scale the ideas and build on facilities developed by Maria.”
SSS World Corp will offer menswear in a full range of categories, including outerwear, tailoring, shirts, t-shirts, swimwear, footwear and jewelry. The line will lean toward a streetwear aesthetic, with plenty of prints and graphics, for which O’Shea has recruited Benny Robinson, who created the new Brioni logo last year.
O’Shea will place SSS World Corp at a luxury streetwear price point, sitting slightly below a brand like Acne.
“If I am doing something that people can only enjoy from the outside then what’s the point?” O’Shea told BOF. “With the influence of streetwear and the image and power from some of these modern-day brands [like Supreme, Gosha Rubchinskiy and Off-White], it’s not about price but about pushing a belief and identity with a luxury feeling. It’s that mixture between formal and street, which inevitably I think is the trend that will go forward.”
O’Shea was also the global fashion director of Neiman Marcus-owned German luxury fashion site, MyTheresa. After years in the industry, he expressed the importance of the feeling of individuality in clothing.
“People don’t want to buy into a label, they want to buy into an idea,” O’Shea tells BoF of the concept behind the brand. “There needs to be some kind of element of contradiction and something which makes them feel like they’re getting individuality rather than something that’s a blank approach.”
For the launch of SSS World Corp, O’Shea is inspired by the attitude of labels like Vetements.
“You take what Demna [Gvasalia’s] doing at Vetements, they’re doing whatever they want and they’ve now paved the way because they stayed on their own trajectory,” O’Shea said. “That [attitude] is lacking in menswear compared to womenswear and that’s where I found my relevance.”