Following his ousting from Brioni back in October, former MyTheresa buyer and bearded street style star Justin O’Shea has announced today that he will be launching his own luxury streetwear line called SSS World Cup, which will debut during the Spring 2018 menswear shows in Paris this June.
According to Business of Fashion, his label will be entirely self-funded—read: no financial backing from a company like Kering—and will attempt to be somewhat similar to the kind of anti-fashion sportswear aesthetic embraced by brands like Supreme, Gosha Rubchinskiy, Off-White, and Vetements. (Except, you know, Gosha, Virgil, Demna and co. all have serious design training, but whatever.)
It’ll also apparently be heavy on prints and graphics, all created by Benny Robinson, who was responsible for Brioni’s reworked logo (which was nixed around the same time O’Shea was) that made its grand entrée when those weird Metallica ads rolled out. With production and manufacturing support from Berlin-based contemporary culture magazine 032c, the line will include outerwear, T-shirts, jewelry, and footwear.
“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 told the trade. “That [attitude] is lacking in menswear compared to womenswear and that’s where I found my relevance.”
O’Shea’s stint at Brioni was short-lived—and while some likened his tenure at the storied Italian house to what Hedi Slimane did at Saint Laurent, his one collection was ultimately a flop, proving that experience is maybe kind of important, particularly when you’re helming a major house. Also, not to point out the obvious, but O’Shea exclusively wears custom suits, so the fact that he’s designing a line of streetwear is unexpected, to say the least. But hey, if Kanye West can do it, what’s stopping a gent like O’Shea from trying his hand?