After working with the designers Judy Blame, Kim Jones, William Baker,[2] and the fashion label Helmut Lang,[3] he launched his business at the end of the first decade of the 2000s with sponsorship from NEWGEN MEN, a programme launched by the British Fashion Council and Topman for supporting up-and-coming British menswear designers.
[5] His work combines elements of masculine sportswear with unexpected details such as traditionally feminine frills,[6] folklore influences,[7] or patchwork and embroidery.
[8] Along with Nasir Mazhar and Michael van der Ham, Shannon was asked by Danny Boyle to design costumes for dancers in the 2012 Summer Olympics opening ceremony.
[9] In additional to his mainline collection Shannon has consulted for and collaborated with many brands including Reebok, Colette (boutique), Opening Ceremony (brand), Eastpak, Cambridge Satchel Company, Kickers, Caterpillar Inc., Zippo, River Island, Topman and in 2017 launched his first fragrance with Mark Buxton and Verduu.
[10] Celebrities who have worn his designs include Drake,[11] Rihanna,[12] Tyga,[13] Rae Sremmurd[14] J Hus,[15] Chris Brown,[16] Stormzy,[17] Labrinth,[18] Kylie Minogue,[19] ASAP Rocky,[20] Olly Alexander,[21] Louis Tomlinson,[22] Iggy Azalea,[23] Neneh Cherry,[24] and Mabel.