Scuffers has joined forces with photographer and director Gordon von Steiner for Bromantical, the label’s first clothing collaboration. Launched on 9 September, the project brings von Steiner’s distinctive visual language into the brand’s universe, translating an everyday wardrobe into a study of male friendship and the affection, recklessness and freedom that shape it.
The relationship between a fashion brand and the image-makers behind its campaigns has become almost as important as the clothes themselves. Von Steiner knows that space particularly well: his portfolio includes work for Chanel and Hermès, as well as a long-running creative relationship with Troye Sivan. He directed the music videos for She’s the Best and Got Me Started, among others, building a body of work in which fashion becomes cinematic, sensual and character-driven. That approach makes his partnership with Scuffers particularly fitting.
Developed with Scuffers Creative Director Jimbo, the campaign follows a group of boys through moments of boredom, affection, recklessness and freedom. Its focus on friendship without self-consciousness gives the collection a world beyond the clothes themselves, while allowing von Steiner’s interest in movement and intimacy to meet the Madrid-born label’s relaxed streetwear language.
The collection remains grounded in Scuffers’ approach to everyday dressing, with Bromantical introducing masculine silhouettes, utility references and Japanese-inspired functionality. Oversized and boxy proportions run through check shirts, graphic T-shirts, tank tops, technical trousers, hoodies and jackets, creating a wardrobe intended to move between work, travel and nightlife. Playful pieces such as the Bromance tank top sit alongside understated staples, extending the campaign’s central idea: friendship, in all its tenderness and chaos, is the collection’s real protagonist.
