Ssstufff, Viral Streetwear Brand From Spain, Opens Paris Pop-up After €1 Million Milestone

Ssstufff wants to play with the big names in urban fashion. The Spanish brand, which has become the object of desire of Gen Z since its birth in 2019, accelerates in its expansion process with the opening of the business towards the B2B channel driven by its participation in fairs such as the Italian White Milano, the Danish Ciff,the urban Scrapworld of Chanmartin or Complex Con, in Los Angeles. With the aim of building a solid physical presence that responds to the desirability and growing appeal of its pieces, the company will launch a store in the French capital during the next fashion week, which will kick off this Tuesday.

“Everyone comes to Paris, so we want to be present at the event to expand our impact,“ Claudio (also known as Ho or Hao Xo), the creative driving force behind the brand along with José Vall, Jepi, assures Modaes. After signing an agreement with the commercial showroom Hyperoom, supported by the media Hypebeast, which will give business coverage to the brand during the next fashion week on June 26th along with other companies such as Thug Club or Boy London; Ssstuff will also make the leap to the physical channel in the city.

Located at 15 rue Debelleyme, in the central 3ème arrondissement, the brand’s first ephemeral store in Paris will welcome visitors between June 26 and July 1. “We are relying on a strategy of testing pop ups in different cities, in the midst of a parallel process of opening up to B2B,“ says the creative, acknowledging that Ssstufff does not rule out, in the near future, launching a pop up in Milan.

“It’s a format that works well and gives us great visibility,“ admits Claudio. For the moment, the brand only operates two physical stores of its own in Madrid and Barcelona: from a bakery-inspired space at number 14 Calle del Pez in neighborhood Malasaña, to a supermarket aesthetics store at number 7 Carrer del Duc. In addition, Ssstufff already has a network of around fifteen points of sale in Europe, the United States and Chile.

Ssstufff will launch its first ‘pop up’ store in Paris

To support its international growth, the Spanish company attended the latest edition of Pitti Uomo, held last week in Florence. Under the umbrella of the Spanish Fashion collective, which included some twenty brands supported by Icex, Ssstufff signed a first participation in the men’s fashion event par excellence, celebrating its “positive reception”.

After having enjoyed a strong media boost following several conversations with Bershka, during which the creative promoter of Ssstufff says he learned a lot, the Spanish company closed last year with a turnover of close to one million euros. For the current year, the company aims to stabilize its business and continue growing, although “not at the levels of the beginnings”.

“In Spain, there has been a huge boom in both men’s and women’s streetwear,“ Claudio acknowledges, defending the effervescence of the populous ecosystem of national brands in the sector. “We have enjoyed this wave very much, also supported by the collaboration with Inditex, which is a great help to position ourselves,“ continues the manager.

With 40% of its turnover coming from online, Ssstuff relies, however, on the physical channel to continue growing, thanks to the experience and the careful and original aesthetics of its stores. “Our garments, moreover, have a high component of interactivity, so it is necessary to see and touch them to understand the brand well,“ he says. Positioned in an accessible price segment (from logo T-shirts starting at 49 euros to 125 euros for a zippered sweatshirt), the brand appeals to a youthful target, from fifteen to forty years old.

60% of the company’s turnover already comes from the physical channel

In 2024, the company became managed by Nuria Lao, president of the Conei Gaming Group, following the revocation of the founders as administrators and the entry of the company Mikahsbook Group at the helm. At the same time, the company carried out a capital increase to reach a subscribed capital of €117,940.

The incorporation of Nuria Lao linked the brand with one of the largest business assets in the recreational sector in Spain. Lao is the daughter of Juan Lao, co-founder of Cirsa, and is part of the family hólding that controls Conei and Giga Games, historical companies in the gaming machine Spanish industry. In 2018, Cirsa was acquired by the Blackstone fund for more than €2 billion, and in 2019 it incorporated Giga Games into the group, thus consolidating the union of both family branches under a single operator.

In 2022, the company recorded sales of €413,534, 56% more than the previous year, although it remained in losses, with a negative net result of €84,796 and equity also in negative. Despite this, the company did not accumulate bank debt and has maintained its growth supported by a solid community and its own visual identity.