Minnesota-born designer Shayne Oliver, founder of the visioniary Hood By Air, has unveiled a new endeavor aimed at establishing “America’s next top fashion conglomerate.” The designer made the announcement on Vogue Business, revealing his new venture, the Shayne Oliver Group.
The Shayne Oliver Group will consist of three distinct divisions. First is the existing creative studio known as Anonymous Club, which serves as a hub for innovative experimentation in art, performance, and music. Second is Shayne Oliver, an upcoming high-end ready-to-wear label set to launch next year. And finally, there is As Seen by Shayne Oliver (ASSO), an elevated basics line that will offer staple pieces such as t-shirts, hoodies, and jeans at a more accessible price point.
Shayne Oliver initially founded Hood By Air in 2006, a progressive brand that blurs the lines between streetwear and high fashion, while embracing the interconnectedness of fashion, music, and art. The label quickly gained a devoted following, counting celebrities like Rihanna, A$AP Rocky, and Jaden Smith among its fans. Oliver’s creative vision garnered recognition in the industry, with accolades such as the LVMH Special Jury Prize in 2014 and the 2015 CFDA Swarovski Award for menswear.
After a successful decade, however, Hood By Air faced challenges and went on hiatus in 2017. Oliver subsequently worked as a designer for Helmut Lang in 2017 and later designed a capsule collection for Diesel. In 2020, he relaunched Hood By Air. It is unclear at this time what level of involvement Oliver currently has with the brand.
In September, Shayne Oliver Group plans to host a fashion show featuring all three brands: Anonymous Club, ASSO, and an exclusive preview of the upcoming Shayne Oliver collection, which is set to make its official debut in 2024.
The Anonymous Club spring 2024 preview is now available for pre-order on shayneoliver.group.
