Australian-born Justin O’Shea is launching his own luxury streetwear line, SSS World Cup. The entirely self-funded endeavour marks his return to menswear, after departing Italian tailoring house Brioni in 2017. SSS World Cup will debut in June at the menswear shows in Paris.
In a Business of Fashion interview, O’Shea describes the aesthetic of his upcoming label as a “mixture between formal and street, which inevitably I think is the trend that will go forward.”
Expect prints and graphics to feature heavily.
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