Following the success of its initial launch, SSSTUFFF presents its new collection co-created with BERSHKA. Infused with the Barcelona-based brand’s signature witty irony, the collection brings together fashion, community and the mundanity of summer holidays by the sea. We spoke to the streetwear brand’s founders, Jepi and Ho, about the highly anticipated launch.
This collaboration fuses SSSTUFFF’s unique and recognisable creativity with BERSHKA’s distinctive style, once again redefining the boundaries of fashion and humour. The collection is inspired by beach holidays and strikes a delicate balance between the ordinary and the extraordinary. It incorporates elements that evoke nostalgia for the past and anticipation for the summer days ahead.
This second BERSHKA x SSSTUFFF launch consists of 34 interactive pieces inspired by all things summer, with a special emphasis on kitschy beach and souvenir elements. The pieces feature souvenir shop slogans, towel-like textures, ice cream and underwater motifs, among others.
HIGHXTAR (H) – After the success of the first collaboration, you have just presented the second collection. What do these two brands have in common?
SSSTUFFF (S) – The two brands share a vision of inclusivity and diversity. Aimed at a young, cool and edgy audience who find and express their identity using fashion as a vehicle. In addition, both companies are based in Tordera <3.
(H) – What was the creative process like?
(S) – The creative process was fun and intense on both sides. Once we presented the concept and moodboard of the collection, we started working with the Bershka team, who supported us in each of our crazy ideas, developing products and concepts together. The truth is that it was like a small lucid dream, in which the team gave us all the tools and facilities to make each product the way we wanted it to be, taking care of every detail to the millimetre.
This second collaboration has been smoother and easier for both sides. We knew exactly what we wanted and where we were going, which made everything much simpler and more effective.
(H) – What would you say characterises this launch?
(S) – This collection is inspired by summer and the beach. Conceptually, we worked with different categories of different things you can find in a beach destination in summer: souvenirs, ice cream, water sports, beach toys and marine wildlife prints that can be found on towels and other items you can find in souvenir shops.
In this collection, we had some internal challenges, like changing the concept and making more clothes for girls. We wanted to get out of our comfort zone and offer things we had never been able to do before. Highlighting the seasonality (ready for the beach) and the accessories and footwear.
(H) – What iconic and kitsch elements of SSSTUFFF are present in the collection?
(S) – Making an apology for the kitsch elements found in souvenir shops and tourist destinations on the beach. Elevating it and applying it to garments, with an ironic and stylish touch. It’s like a supermarket going on holiday, souvenirs and beach. From print-inspired graphics to flip-flops inspired by swimming ducks.
(H) – 34 interactive pieces inspired by all things summer, which would you say is your favourite?
(S) – For Jepi, the green dress with flames that is inspired by an inflatable boat, and the denim bermuda shorts that come in different colours as the denim wears out, as well as the glasses with the marine print.
For Claudio, the shoes with the sand bucket concept. These shoes have the plastic that can be worn on the front, back or removed. They have a detail of silicone stars like sand moulds and the sole replicates the texture of sand.
(H) – How can consumers interact with the garments?
(S) – The floral knit, when cut along the line, turns into a waistcoat and socks. The sunscreen t-shirt has a QR that, with Bershka’s phygital technology, when scanned, produces a pot of sunscreen and a face filter on Instagram. A parking meter T-shirt that has a contactless pocket so you can put your card in and pay from it. A reversible bucket, long trousers and shorts. Denim shorts that when worn out, colours come out. And footwear inspired by the sand bucket, sandals inspired by a float and swimming ducks.
(H) – Who would you like to see in the new Bershka x SSSTUFFF collection?
(S) – One of the main reasons for this collaboration was to create a collection that reaches a wider audience, taking advantage of Bershka’s high visibility and reach, which exceeds our own. Also, thanks to its more accessible prices, our products are within reach of more people. We are not looking to appeal to a specific audience; our creations are aimed at everyone, regardless of popularity, gender or sex.
Our goal is simply to expand our message and reach as many people as possible by showcasing our work in a wider variety of physical spaces, which gives us the opportunity to connect with a diverse audience and increase the impact of our brand.
(H) – How would you like to see the brand positioned within the industry in 10 years?
(S) – We are working hard to expand our range of silhouettes and continue to innovate in the fashion world. In ten years, we hope to become an established brand and do whatever we want.
The second drop of the ‘BERSHKA x SSSTUFFF’ collection is now available at www.bershka.com and in selected Bershka shops.
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