The Godfather of Streetwear Returns: Shawn Stüssy Brings S/Double Season 7 to Australia
Highlighting his legendary hand style, the streetwear pioneer launches a massive national campaign alongside a fresh lineup of elevated workwear and surf-inspired staples.
Summary
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Streetwear legend Shawn Stüssy has launched Season 7 of his personal label, S/DOUBLE, with an expansive national campaign across Australia
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The rollout is anchored by Stüssy’s iconic, original handwriting, featured across large-scale billboards, city-wide projections, and raw studio footage
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The new collection—boasting premium jackets, shirts, denim, and fleece—was celebrated at Sure Store Melbourne and is available now online and at select retailers
When the godfather of streetwear makes a move, the culture pays attention. Shawn Stüssy, the visionary whose signature defined an entire era of youth and surf culture, is shifting his focus back to his highly personal, considered project: S/DOUBLE. First founded in 2008, the label is now making major waves Down Under with the official launch of Season 7. Dropping alongside a massive, multi-city Australian campaign, the latest rollout proves that Stüssy’s unmistakable aesthetic and commitment to premium, laid-back craftsmanship remain as sharp as ever.
At the heart of the Season 7 campaign is Stüssy’s globally recognized handwriting—a visual hallmark that has commanded respect in the streetwear space for decades. To bring this launch to the streets, S/DOUBLE executed a series of large-scale activations across Melbourne, Sydney, and Brisbane. The visual anchor of the rollout includes a massive hand-painted billboard on Melbourne’s Elizabeth Street, complemented by immersive, large-format projections lighting up Bourke Street Mall and surrounding public spaces. The campaign’s core video, shot by Shawn’s son, Tate Stüssy, inside their Santa Barbara workshop, provides an intimate look at the pioneer putting pen to paper to script the phrase, “S/DOUBLE by Shawn Stüssy.”
To properly celebrate the drop, S/DOUBLE hosted an exclusive launch event at Sure Store, one of Melbourne’s premier independent streetwear hubs. The evening brought the local creative community together with live outdoor projections of Tate’s footage, flowing drinks, and a curated soundtrack. Attendees were treated to a first look at the garments, alongside limited-edition commemorative launch tees gifted with purchase, while a select few walked away with exclusive S/DOUBLE VIP packs loaded with fresh apparel.
The Season 7 collection itself continues Stüssy’s legacy of blending classic American workwear with relaxed, surf-inspired silhouettes. Prioritizing quality fabrication and practical daily wear, the drop features an array of meticulously designed jackets, woven shirts, durable denim, and cozy fleece pieces. The accompanying lookbook, also photographed by Tate Stüssy, keeps the energy entirely in-house by featuring Shawn himself modeling the latest staples.
By merging high-quality, wearable garments with an unapologetic celebration of his roots, Shawn Stüssy proves that true style doesn’t need to shout to be heard. S/DOUBLE Season 7 serves as a masterclass in authenticity, offering longtime fans and a new generation of streetwear enthusiasts a chance to own a piece of living design history. The collection is available now online.
