Rooted in California’s 80s surf and skate culture, Stüssy’s signature style offers up a bright and playful lens on streetwear. It is only natural the brand is teaming up again with London-based photographer Theo Sion, whose work is self-described as “easy, breezy, beautiful,” for their Fall 2018 campaign titled "S-T-Ü-S-S-Y". The whimsical and mismatched selection of monochrome static and cinematic visuals are treated with Sion’s signature disruption of the everyday by injecting each image with just enough off-putting energy to be strange.

The lookbook is an eclectic collection of visuals with subversive branding, while the accompanying video features a poem that expands on the spelled-out theme. Styled by Tom Guiness and art-directed by Edward Quarmby, the upcoming offerings will be available at all Chapter stores, stussy.com and Dover Street Market London on August 17th. 

Words: Paola de Oliveira
Photography: Theo Sion