Fresh Off His Brioni Exit, Justin O'Shea Is Launching His Own Brand [Updated] - Fashionista

Fresh Off His Brioni Exit, Justin O'Shea Is Launching His Own Brand [Updated]

The luxury streetwear label will reportedly be in line with the likes of Off-White and Gosha Rubchinskiy.
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Justin O'Shea may have only departed his top post at Brioni in October after just six short months, but the buyer-turned-designer and erstwhile street style tycoon is already onto the next big thing: On Wednesday, O'Shea announced in Business of Fashion that he's launching his own luxury streetwear label, called SSS World Corp, set to debut with its Spring 2018 collection during the menswear shows in Paris this June.

According to Business of Fashion, the label will have a luxury price-point which O'Shea describes as being slightly below that of Acne Studios, and will be aesthetically in line with the likes of Off-White, Gosha Rubchinskiy and Vetements. And while many fledgling brands initially tend to play it safe with a slim range of product categories to be built upon later, O'Shea's SSS World Corp will be fully fleshed out upon launch with outerwear, tailoring, shirts, T-shirts, swimwear, footwear and even jewelry. But in O'Shea's case, there's no need to err on the side of caution; as both a menswear and streetwear idol, he's sure to create goods that will fly off the shelves no matter their design.

"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," said O'Shea in an interview with Business of Fashion. "That [attitude] is lacking in menswear compared to womenswear and that's where I found my relevance."

With SSS World Corp launching so robustly so soon, we can't help but entertain speculation that this concept had been in the works for quite a well — perhaps even venturing into his extremely brief stint as the creative director of the Kering-owned Italian menswear house. We'll just have to wait and evaluate what comes down that runway two months from now. You can bet the Jawnz Enthusiasts will be watching.

UPDATE, June 26, 11:47 p.m.: Just two months after Justin O'Shea announced that he was set to launch his own luxury streetwear label, SSS World Corp, the brand premiered with a guerrilla fashion show at the tail end of the men's shows in Paris on Saturday. 

Excellent titled "Aloha From Hell," SSS World Corp's debut Spring 2018 collection nicely pairs Hawaiian shirts and accents — which are timeless in and of themselves, but have most recently been popularized by one Harry Styles — with the greater streetwear aesthetic for which O'Shea is known. We can surely brace to see quite a few of these pieces hit the street style circuit once they become available next year.

Scroll through for several of SSS World Corp's debut looks, and get a behind-the-scenes look at the collection via GQ Style.

Homepage photo: Pierre Suu/Getty Images

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