Designer Justin O’Shea is launching his own menswear brand called SSS World Corp.

O’Shea, who was previously creative director of Brioni, hopes to create an aesthetic that merges streetwear with luxury.

Speaking to Business of Fashion, O’Shea said of the brand’s concept:

“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.”

SSS World Corp’s debut collection will be a Spring/Summer 2018 offering shown during Mens Fashion Week in Paris this June.