Dive Brief:

• Shayne Oliver has launched a new portfolio of brands, the Shayne Oliver Group.
• The new portfolio includes a high-end eponymous label, a creative studio and a line of lower-priced basics. Many of the items will debut in spring-summer 2024.
• Oliver quietly stepped away from some design duties for Hood By Air, the streetwear brand he helped found in 2006, last summer, according to a report from Business of Fashion.

Dive Insight:

Oliver’s eponymous ready-to-wear line is meant to be the next chapter of his career, the company said in an Instagram story touting the launch. Meanwhile ASSO, or “As Seen by Shayne Oliver,” is a line of basics which the company said will be designed “with the same attention to detail and creativity as Oliver’s ready-to-wear collection,” but will be sold at a lower price point. The line includes t-shirts, hoodies and jeans, and prices for ASSO have yet to be set on its website.

Anonymous Club, also included in this group, debuted its first collection last year. A creative studio led by Oliver, Anonymous Club will serve as his “laboratory” and allow for collaborations with other artists and experimentation with art, performance and music. 

Oliver’s continuing involvement with Hood By Air is unclear, and the brand didn’t respond to Fashion Dive’s requests for comment ahead of press time. BoF reports he remains a shareholder in the label and that the Shayne Oliver Group is self-funded.

Hood By Air garnered a cult following in its first ten years, with celebrities such as Rihanna and Jaden Smith sporting the label, but it was put on hiatus in 2017 before relaunching in 2020. In 2022, however, Oliver told BoF that the brand’s focus on accessible streetwear staples didn’t match his vision.

“I appreciate things that are highly accessible, but I also value high-end concepts,” he said.

Oliver’s work for Hood By Air earned him the Swarovski award for menswear in 2015 and the LVMH Special Jury Prize in 2014. 

Oliver has also collaborated with Ugg, Longchamp and Diesel.