From Brioni to Streetwear: Justin O'Shea Launches His Own Line

SSS World Corp is coming.

Despite what the name sounds like, SSS World Corp isn’t the name of a fictitious evil corporation in the next installment of Spy Kids. Rather, it’s the name of Justin O’Shea’s brand new menswear project.

The Aussie street style star turned designer briefly held the title of creative director for Italian menswear brand Brioni for six months before he stepped down in October. His first collection for SSS World Corp will debut in Paris at the menswear shows this June, according to Business of Fashion.

Though the menswear project is self-funded, O’Shea collaborated with Berlin-based magazine 032c for advice, manufacturing and production support.

“People don’t want to buy into a label, they want to buy into an idea,” said O’Shea, who referenced the work of Demna Gvasalia’s Vetements as inspiration. “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.”

The spring collection, which O’Shea says will have a “luxury streetwear price point,” includes a full range of shirts, tees, swimwear, outerwear, footwear and jewelry. 

Prior to his role at Brioni — his first-ever design gig — O’Shea was a buyer and global fashion director of luxury e-commerce site MyTheresa. 

SOURCE: lstyle