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CLAIRE AND SHAWN BUITENDORP, TWIN SISTERS AND COFOUNDERS OF THE BUZZED-ABOUT BRAND, SHOCK AND AWWW, ARE READY TO UP THE ANTE ON THE TRADITIONAL SPORTSWEAR LABEL, EFFECTIVELY BLURRING THE EVER-THINNING LINE BETWEEN STREETWEAR AND HIGH FASHION.

FOUNDED IN 2013, SHOCK AND AWWW EVOLVED FROM CLAIRE AND SHAWN’S DESIRE TO CULTIVATE A BRAND THAT FUSED THEIR SINGULARLY INDEPENDENT STYLES.THE RESULT IS A SEDUCTIVE MASH-UP OF SIGNATURE URBAN STAPLES CONFRONTED WITH MAXIMALIST EMBELLISHMENTS AND ROOTED IN HANDCRAFTED, LUXURY SENSIBILITIES.

DRIVEN BY AN UNWAVERING BELIEF IN QUALITY GOODS, SHOCK AND AWWW IS DEFINED BY ITS’ USE OF PREMIUM MATERIALS AND HAND PROCESSED FINISHES, GIVING EACH PIECE A DEFINITIVE AND STRIKING UNIQUENESS. THE HALLMARK OF THE BRAND IS THE UNABASHED USE OF ATTENTION-GRABBING APPLIQUE, INFUSING ITS’ MEN’S AND WOMEN’S COLLECTIONS WITH A GRIT MEETS GLAM ATTITUDE.

WITH CLIENTS SPANNING FROM KATY PERRY TO KELSEA BALLERINI AND PERSONAL APPEARANCES BY CLAIRE AND SHAWN ON PROJECT RUNWAY AND VH1’S TWINNING, SHOCK AND AWWW IS POISED TO TAKE ON THE STREETWEAR SCENE WITH ITS’ PERSONAL TAKE ON EAST MEETS WEST COOL.