Stüssy is undoubtedly one of the world’s greatest streetwear brands of all time. Here's all you need to know about it, from its creation to successful brand collaborations. luxurystreetwear luxuryfashion stussy
Apr 06, 2022 | By Joseph LowThere’s no doubt that Stüssy is one of the world’s greatest streetwear brands of all time. The Californian brand, founded by Shawn Stüssy in 1979, was initially a shop that sold surfboards crafted by the founder. There were no real financial goals, and Shawn simply wanted to share his passion for surfing with people.
Shawn had begun designing surfboards when he was 13, and two years later, he got his first job shaping boards. After cutting his teeth for several years, Shawn decided to start his own surfboard business in Laguna Beach. In the 80s, Southern California was the epicentre of surf culture and it meant there were a plethora of brands offering similar products like Shawn’s.
To distinguish himself from other competitors, he scrawled his surname in thick recognisable strokes on the boards. And that is how the emblematic branding came to be for the brand. The move helped Shawn set his brand apart from others, but the cutthroat environment was not helping with daily sales at the shop. One way that could help spur the business on was to start a clothing line to supplement his surfboards. This was a pretty standard move that helped with revenue.
logo was found on t-shirts, caps and other simple items. By the 1990s, the brand had grown to a considerable size with a flagship store in New York and other expansions into Europe.line than the brand’s original roots. As a clothing empire, the Stüssy brand was not solely because of Shawn, but he had help from his business partner, Frank Sinatra Jr., who came onboard in 1984. The latter’s business acumen played a crucial role in steering the brand into its current position.
Stüssy’s success in the fashion world has encouraged other brands to want and collaborate with the brand. Created in collaboration with Carhartt WIP and Dover Street Market, this capsule release carries Carhartt’s workwear aesthetic to that of Stüssy’s streetwear sensibilities. The pieces include Carhartt WIP’s classic bib overall in black cotton twill with white contrast stitching and a subtle co-branding embroidery on the right leg’s pocket.
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