We have to return back to the ’80,when the Californian Shawn Stussy, who was already producing skateboard, influenced by the surf’s culture, creates his mark with the objective of mix the fashion world’s traditional elements and the world of the sportswear to create a new and nonconformist trend.
At first, in California, the company used the surfwear’s culture traditional of the Orange county, in a second time it adopted the element of the underground, streetwear and hip-hop’s world.
The Stüssy style did what the hip-hop did in the music world: it created something of new and cool starting from what is familiar.
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The logo, a “sign”, was originated in the firsts years of the ’80, in fact after that he started to sign the surfboard with a marker, he took the idea of use it as a logo on his clothes.
In the firsts year of the brand, Shawn Stussy traveled throw cities like London, Paris and Tokyo, where he found people that shared with him the same kind of music, fashion and culture. In 1991 Shawn Stussy and James Jebbia, who in that time was the proprietor of Union that in the future will become the founder of Supreme, opened the first Stüssy’s flagship store in New York.
The success of the brand it’s attribute to his popularity in the hip-hop DJ and Skater/Surfer’s universe. His style had a big spread thanks to the adoption of it by the subculture, and after that it started to be adopted by a bigger marketplace.
Some years later, Stussy and Frank Sinatra Jr. collaborated with the objective of sell more, and thanks to that, the brand started to be common also in Europe. But in 1996, brand had a phase of sinking when Stussy gave his resignation from the title of the association’s president and Sinatra bought his part of the company.
Stüssy present himself as a young brand, which is synonym of street culture; also if is know as one of the older and original type of streetwear.
Some particular information about the brand…
During the years Stüssy paid homage to some other brands.
To Chanel, with the print of a couple of “S” connected, which is referred to the intersection of the double “C”, and also with a graphic in which is written “Stüssy No. 4“, a clear referring to the famous Chanel’s fragrance.
It’s also famous the Stüssy’s design of a particular sketch which remind to the Luis Vitton’s monogram sign.