Just as you read it. At SSSTUFFF you can find clothes that change color and smell. It is a revolutionary supermarket-style store in Barcelona with a touch of Japan, arcade machines and neon lights.
The brand was born in Barcelona in 2019, has become quite a claim for fans of Japanese culture and urban style.
With its only physical store in the Catalan capital, it offers an innovative and novel experience that will leave no one indifferent.
Its first collection debuted in 2020, seeking consumer interaction with garments that can be cut, smelled, scratched and even change color.
The brand is inspired by the ‘Hypebeast’ culture, a sub-genre of streetwear that stems from the lifestyles of Californian skateboarders and surfers.
Exclusive color-changing clothing
SSSTUFFF founders Jepi and Ho explain that they felt there was something missing within the “Hypebeast”. They wanted to create a brand that not only looked good, but was also an experience and a memory for people.
To create their exclusive pieces, they draw inspiration from travels they have made around the world and the people they have met.
The products are presented on different curiously illuminated shelves, inside arcade machines and there is even a cooler with caps inside.
The store looks more like a supermarket or a Japanese market street than a conventional clothing store.
It has neon lights, sale signs, receipt and price tags, and even a wall that simulates a Japanese market street, where we see a facade with the closed entrance of a store.
What you can find in SSSTUFFF
The store offers products ranging from socks, hats and sneakers to sweatshirts and postcards, but is unique for its specialty T-shirts.
SSSTUFFF has gained customer attention for its focus on sustainable fashion and consumer experience.
In addition to its unique and interactive designs, the brand also offers customized cutting and sewing services.
The goal of its founders is to create an inclusive and diverse environment for all its clients, regardless of their cultural or linguistic background.
The brand has also taken its commitment to sustainability to another level by using recycled materials in its garments.
In addition, it has partnered with non-profit organizations to raise awareness of the environmental and social impact of fast fashion.
As for its expansion, the brand has plans to open new stores in cities such as Tokyo, Los Angeles and New York.
They are also considering the option of launching a line of beauty products and fragrances inspired by Japanese culture.
