Tyrone Lebon’s photography is known for its sun-soaked quality. For Stüssy’s SS16 campaign, he turned his lens to the equally sun-soaked land of Jamaica where he captured the island’s inhabitants – specifically those pertaining to its rasta, reggae and dancehall scenes.
Shot between Port Antonio and Kingston, the campaign features a variety of characters – from a man in a suit holding a chicken in each hand, to two club-goers clutching their drinks and a young boy wearing a lopsided crown.
Jamaica is a place that has inspired Stüssy since its inception in the early 80s and this campaign pays homage to this fact, capturing the spirit of the country’s take on streetwear.
But this isn’t the first time the brand has enlisted Lebon to undertake a project of this kind. Last season, the photographer travelled to Japan to shoot a series of portraits that combined references to the country’s traditional and contemporary culture – Geishas, Harajuku and Tokyo’s nightlife.