Justin O’Shea is an Australian fashion designer and former luxury buyer whose route into menswear began through retail. His public image became closely tied to his work, with sharply fitted suits and tattoos making him a recognizable figure outside the shows. That visibility preceded his move from selecting other designers’ clothes to directing collections himself.

O’Shea worked in streetwear and denim retail before moving into international luxury buying. After a role at Al Ostoura in Kuwait, he joined Mytheresa, where his years in buying and fashion direction gave him experience of how clothes meet a customer. His career developed through that commercial setting, with an understanding of desirability formed by making selections and watching what sold.

In March 2016, Brioni named him creative director despite his lack of formal design training. His short tenure brought a more overtly rock-oriented image to the Roman tailoring house, including an advertising campaign featuring Metallica. He left that October. The appointment remains an unusual example of a heritage house choosing a buyer and public personality for its principal creative role.

O’Shea launched SSS World Corp in Paris in June 2017, supported by production and management help from 032c. “We want to bring an edge of formality to streetwear,” he told GQ at its debut. The collection joined suits with printed shirts and an irreverent approach to dressing up. Later that year, he challenged the connection between luxury and price. “So I wanted to produce something that was accessible to everyone,” he explained. That ambition put his buying experience to work in design, concentrating on the fit and fabric choices that could give a more affordable suit the appearance of luxury.