SSSTUFFF

SSSTUFFF makes clothes for young people, and there's always a catch built in somewhere. T-shirts change their print in sunlight, prints smell good when you rub them, and some pieces let you change their look or shape completely. The brand started in Barcelona in 2019, and its clothes have kept messing with what street fashion is supposed to look like ever since.

Two friends started SSSTUFFF: Jepi Vall Lao and Claudio Ho. Vall Lao studied fashion design in New York, while Ho came to Spain from China to study film. They met in Barcelona and made money at first reselling clothes and sneakers. For one of their events, they made a small batch of about 25 T-shirts. Those sold better than anything from other brands, and what started as a random side thing slowly grew into a real brand. In 2020 SSSTUFFF put out its first collection, and things took off from there.

SSSTUFFF pulls ideas from internet culture, nightlife, sports, nostalgia, made-up worlds, and everyday absurdity. Its designs mix fashion, everyday objects, and jokes about the world around us, and they're actually funny. The brand tucks its little experiments right into the construction and materials of each piece. Some models have perforated lines you can tear along to shorten them. Some shirts come with removable sleeves. There are fabric bags with oversized straps, and hoodies with patches shaped like tear-off discount coupons.

SSSTUFFF has two stores of its own, one in Barcelona and one in Madrid. The Madrid store is called the Bakery, and it's set up inside an old bakery in the bohemian Malasaña neighborhood, with a witty redo of the original space. The Barcelona store started out as a parody of a supermarket, and after a redesign it turned into a rough construction site, with clothes hanging from the scaffolding.

So here's the deal. If you want something out of the ordinary and feel like stepping into a surreal world of designer jokes that turns ironic fashion into contemporary art, don't skip SSSTUFFF.