Stüssy Explained - 4 minutes read
Stüssy World Tour. Image: STÜSSY
Stüssy is without a doubt one of the world’s top streetwear companies of all time. Shawn Stüssy launched the Californian firm in 1979, first as a boutique selling the founder’s handcrafted surfboards. There were no specific financial ambitions, and Shawn simply wanted to share his love of surfing with others. Shawn started designing surfboards when he was 13 years old, and two years later he got his first job shaping boards. Shawn chose to establish his own surfboard shop in Laguna Beach after learning the ropes for several years.
Southern California was the epicenter of surf culture in the 1980s, which meant there were a variety of firms providing comparable items to Shawn’s. To set himself apart from the other contestants, he scribbled his surname in large, legible strokes on the boards. That is how the brand’s signature branding came to be. The move helped Shawn distinguish his brand from others, but the tough climate was hurting everyday sales at the business.
Starting a clothing line to accompany his surfboards might be one method to help the firm grow. This was a very normal strategy that aided income. It also promoted the brand name outside of the surfing specialty. The Stüssy emblem soon appeared on t-shirts, hats, and other basic products. By the 1990s, the brand had developed significantly, with a flagship shop in New York and additional European expansions. Shawn’s attention shifted to the Stüssy apparel line rather than the brand’s original beginnings as a result of this fortuitous turn of events.
The Stüssy brand, as a garment empire, was not only due to Shawn, but also to his business partner, Frank Sinatra Jr., who joined in 1984. The latter’s financial acumen was critical in propelling the brand to its current position. During the 1980s and 1990s, the popularity of Stüssy surged as it offered itself as a common ground for self-expression and simplicity. It perfectly aligned with the zeitgeist and was rewarded with thunderous success. Shawn’s concept for the brand influenced a generation of streetwear designers, including Supreme’s James Jebbia, Fragment’s Hiroshi Fujiwara, and Russell Simmons. Stüssy’s success in the fashion industry has inspired other brands to want to work with and for the brand.
Stüssy x Carhartt WIP
This capsule release, created in conjunction with Carhartt WIP and Dover Street Market, combines Carhartt’s workwear style with Stüssy’s streetwear sensibility. Carhartt WIP’s traditional bib overall in black cotton twill with white contrast stitching and a delicate co-branding embroidery on the right leg’s pocket is among the items. The appearance is completed by a matching vest made of Dearborn Canvas.
Stüssy x Fragment
Hiroshi Fujiwara’s Fragment label has launched a special collection to commemorate Stüssy’s 35th anniversary. The two streetwear titans collaborated to create a collection of designs. Three MA-1 Mod jackets, three matching bonnie hats, plus a selection of monochromatic t-shirts, hoodies, sweaters, and a number of fitted oxford shirts are included. The collection has clean lines and is simple overall, but the big logos provide a sense of edginess.
Stüssy x Our Legacy Workshop
This collection, which was published for Spring/Summer 2020, made use of leftover materials amassed by Our Legacy over the last decade. This transatlantic collaboration has resulted in a fusion of Swedish style and cool, laid-back California vibes. The Stüssy x Our Legacy collaboration collection features striped oxford shirts, long-sleeve tees, jeans, tote bags, and other accessories. The combination is incredibly wearable and does not feel suffocating, thanks to Our Legacy’s unique billowing aesthetic. “These garments are meticulously made to be worn large and have a lot of fun in”, the collaboration tag adds, and we couldn’t agree more!
Stüssy x Nike
As part of Nike’s Air Force 1 40th anniversary festivities, the duo has developed a special pair of sneakers. The Stüssy x Nike Air Force 1 Mid is expected to release in three colorways. The next shoes have solid black overlays and Swooshes, with white accents on the toe boxes, quarters, and collars. In its conventional print, the streetwear brand’s famous logo can be spotted on the toe boxes, tongue, and heels.