After parting ways with luxury brand Brioni after just one season last year, Justin O’Shea has announced he will launch his own menswear brand.

Named SSS World Corp, the brand will be offering graphic-heavy luxury streetwear in line with OFF-WHITE, Gosha Rubchinskiy and Vetements.

In an interview with BoF announcing the brand, O’Shea compares SSS World Corp to the latter, “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. That [attitude] is lacking in menswear compared to womenswear and that’s where I found my relevance.”

At Brioni, O’Shea was known best for bringing on Metallica as the face of the brand, and it seems like he will continue pushing boundaries with SSS World Corp.

He’s tapped 032c, the Berlin-based culture magazine and clothing line run by Joerg and Maria Koch to offer advice, production and manufacturing support for the brand. He’s also brought back Benny Robinson who re-designed the Brioni logo to work on graphics and prints.

Of the idea behind the brand, O’Shea explains, “people don’t want to buy into a label, they want to buy into an idea. 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 collection will be at a luxury streetwear price point, slightly below ACNE Studios, “if I am doing something that people can only enjoy from the outside then what’s the point?”

SSS World Corp will debut in Paris this June for the SS18 menswear season.

In other fashion news, GUCCI’s Cruise 2018 show will be held in Florence’s Pitti Palace.

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