The Little-Known Streetwear Label That’s 100% Going To Go Viral
By Lucy Morris Posted on 25 Oct 2018
What do Kendall Jenner, Veronica Heilbrunner and Zayn Malik have in common? Supernatural good looks, sure, but also an undercover obsession with luxury streetwear label SSS World Corp. So, the brand already has a pretty stylish fanbase, but it’s set to expand exponentially next year when they launch womenswear. Our suggestion? Get in there first as the silky printed tops already look unisex (just ask Kendall and Veronica, for the latter see above).
Heilbrunner’s other half and the fashion director that pushed MyTheresa.com into the big leagues, Justin O’Shea is the brains behind the self-funded label. It was his Aussie upbringing that informed the surfer insouciance that makes this brand appealing. Fashionably trashy, shiny and louche, the tops, which synthesise the SSS World Corp aesthetic, look like the fell out of the costume cupboard of Fear And Loathing In Las Vegas, in a good way.
‘The intention was always for the brand to appeal to women in a “wear your boyfriends shirt” kind of way, ’ Justin tells Grazia, ‘Veronika is always wearing my stuff and I really like that aesthetic for women.’
Next season expect womenswear in Stabile highlighter colours and psychedelic tribal prints. We’re particularly excited about one tie-dye miniskirt. But, to stave ourselves until these pieces hit the shelf (bookmark January) we’ve got our eye on the current season menswear. Sure, it’s mostly Hawaiian shirts and in this current climate that doesn’t seem so relevent, but we’re planning to wear ours with a polo underneath and tucked into high-waisted trousers, or even if it’s extra chilly just having a traffic-stopping collar popping out.
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