It is in the 80s that the American brand Stüssy is born, founded by Shawn Stüssy. Stüssy is the reference brand of the streetwear and hip hop culture.
The Stüssy brand was the ancestor of Supreme. The founder of Supreme started selling Stüssy before creating his brand.
The creator of the streetwear brand: Shawn Stüssy
Shawn Stüssy was born in 1954 in Southern California. He was immersed in surf culture from an early age, which led him to build surfboards. During his teenage years, he kept himself busy by customizing his surfboards. Shawn was a resourceful person who struggled to hold down a series of odd jobs after finishing school. It was in 1979 that the American entrepreneur had the idea that changed his life. At that time, he was still creating surfboards. In order to make his creations known to surfers he decided to sell clothes with his logo. The logo used at the time on the t-shirts and caps that sell is still the brand's today.
His logo was born by scribbling his family name with a marker on his boards inspired by his uncle's signature. Then the power of word of mouth made the brand known. He quickly realized that it was time to move on to the second stage of development of his project.
The beginnings of the Stüssy brand
As word of mouth spread, Shawn decided to partner with his friend Frank Sinatra in 1984 to develop the clothing brand. Over the next four years, Stüssy expanded across the U.S. and then in 1988 expanded to Europe and opened a store in New York City. A large number of stores were opened throughout the 1990s around the world.
It was also during the 1990s that Stüssy began its collaboration with Jeff Jebbia. It was he who accelerated the growth of the streetwear brand, notably by opening the famous store in New York. In 1994, Jeff Jebbia left Stüssy to open his own brand, now famous as Supreme.
In 1991, sales reached $17 million and in 1992, $20 million. The brand sells throughout the United States in specialty stores and high-end clothing, as well as in Europe.
By the end of the 1990's, 1996 to be exact, Shawn's brand was a success and was available throughout America, Europe, Asia and Australia. Shawn then resigned and sold his shares to his friend Frank, who took over the reins. The Sinatra family still owns the brand.
At the same time, the brand wanted to adopt a new visual identity in order to move away a little bit from the surf image. The new Stüssy logo is inspired by the Channel logo. The letters S replace the C of channel. Stüssy's goal with this new logo is to be perceived as a luxury brand, to improve its brand image and to improve its positioning.
Stüssy's major collaborations
1 - 1997 : Stüssy x Casio Gshock
The Sinatra family wants to increase the popularity of the brand by making collaborations. The brand's first collaboration was with the famous Japanese watch brand: Casio. This is how the first collaboration of Stüssy x Casio Gshock watches was born
The quantities of watches were very small. These limited editions are almost impossible to find today.
To celebrate the 25th and 30th anniversary of the Stüssy brand, two new cooperations with Casio took place in 2005 and 2010.
2 - 2000 : Nike x Stüssy
In 2000 Nike and Stüssy released an Air Huarache offered in two colors. These two models were only sold in Stüssy's store in London. The two brands will collaborate again, and they will rethink the models of the Dunk SB. Then, to celebrate the 15 years of collaborations and the 20 years of Stüssy, the two firms made a cooperation on three models of Nike airmax 95: khaki, blue and black.
3 - 2001 : Stüssy x Supreme
Jeff Jebbia the founder of supreme and Shawn Stüssy the founder of Stüssy have a long time friendship. For Stüssy's 30th anniversary, the two brands decided to blend their creativity and influence in a collaboration. The products are sold in very limited edition.
4 - 2010 : Stüssy x Bape
For its 20th anniversary, Stüssy collaborated with one of the most famous Japanese streetwear brands. The two brands will cooperate to create and market a range of clothing and accessories, highlighting the inspiration of desert camouflage patterns drawing on the military trend of the 90s. With this collaboration Stüssy will make a big move that will allow it to position itself as the essential streetwear brand.
5 - 2012 : Parra x Stüssy
In 2012, Stüssy partners with the Dutch artist Parra. The brand is going to take a big step into contemporary art. This world-famous artist has collaborated with big brands like Nike or Vans.
Through this cooperation, the Amsterdam artist revisits 4 series of t-shirts with bright and soft colors. The Californian brand knew how to push its limits by mixing its universe with that of art. It was a real success.
6 - 2015 : Dover Street Market x Stüssy
For the 35 years, collaborates with Dover Street Market, the Japanese brand. This association will start in New York with the limited sale of products such as a jacket, t-shirts, a beanie and a shirt.
In the fall of 2015, Stüssy will expand its collaboration with Dover Street Market in London. Exclusively, the public has the opportunity to purchase 20 hand-sewn Stüssy t-shirts and a selection of items from the California-based label with 90s vintage trends.
7 - 2017 : Stüssy x New Balance
Stüssy wants to conquer the sneaker world again, and he's going to team up with New Balance by offering a version of the 990v4. New Balance wanted to break away from its running shoe image by collaborating with Stüssy. This pair with minimalist aspects will become extremely popular. The Stüssy logo is also discreet. The simplicity of the sneaker is emphasized.
8 - 2018 : Dickies x Stüssy
Dickies and Stüssy are going to release a limited capsule collection paying homage to the workwear art of the 1950s. So they'll be riding the workwear trend. This line is based around an Eisenhower jacket, pants, a selection of graphic t-shirts and a hoodie. Stüssy's signature is emblazoned inside the garments.
9 - 2019 : Stüssy x DSM x Carhartt WIP
Stüssy once again partners with Dover Street Market and Carhartt WIP to create a limited capsule. They are revisiting classic Carhartt pieces. The 3 brands sign the pieces. This collaboration will be distributed in Dover Street Market in London and Los Angeles.
Where to buy stüssy clothes?
Stüssy best sellers
Stüssy offers a wide range of products. The styles are varied thanks to the brand's many collaborations. Some pieces are snapped up by fans. Check out some of the best sellers from the streetwear brand Stussy:
WORLD TOUR TEE
STOCK BUCKET HAT
FRESH GEAR HOODIE
FOLSOM BEACH PANT
BASIC PLAID BUCKET HAT
These pieces can be found on the official Stüssy website!
Where you can buy stüssy clothes?
Go to: XINTIANDI, HUANGPU DISTRICT, SHANGHAI
Go to: 3-27-24 Sakae, Naka-Ku, Nagoya-Shi, Aichi 460-0008, Japan
Stüssy Hong Kong
Go to: 9 PAK SHA RD. CAUSEWAY BAY, HONG KONG
Stüssy Tel Aviv
Go to: 30 SHEINKIN ST. TEL AVIV 6523210
Go to: NO. 7, ALLEY 69, LANE 161, SECTION 1, DUNHUA SOUTH ROAD, DA'AN DISTRICT, TAIPEI CITY, TAIWAN
Go to: NO.2, LN. 133, SEC. 1, MEICUN RD, WEST DIST, TAICHUNG CITY 403, TAIWAN
Go to: 18 OXFORD SQUARE, DARLINGHURST NSW 2010, AUSTRALIA
Go to: 645-24, SINSA-DONG, GANGNAM-GU, SEOUL, KOREA
Go to: 1-7-9 NISHISHINSAIBASHI, CHUO-KU, OSAKA 542-0086
Stüssy Kuala Lumpur
Go to: 10, JALAN 1/77A, PUDU, 55100 KUALA LUMPUR, MALAYSIA
Go to: 4-28-2, JINGUMAE, SHIBUYA-KU, TOKYO 150-0001
Go to: 1275 PALE SAN VITORES ROAD, SUITE 169, TUMON BAY, GUAM 96913
Go to: 49 POWELL STREET, VANCOUVER, BC V6A1E9, CANADA
Go to: 241 SPADINA AVE #100A, TORONTO, ON M5T3A8, CANADA
Stüssy New York
Go to: 176 SPRING ST, NEW YORK, NY 10012
Stüssy Archive Santa Ana
Go to: 200 E 4TH ST, SANTA ANA, CA 92701
Stüssy Los Angeles
Go to: 112 SOUTH LA BREA AVENUE, LOS ANGELES, CA 90036
Stüssy DSM ginza
Go to: 6 CHOME-9-5 GINZA, CHUO CITY, , TOKYO 104-0061, JAPAN
Stüssy DSM LA
Go to: 608 IMPERIAL ST, LOS ANGELES, CA 90021
Stüssy DSM Singapore
Go to: 18 DEMPSEY RD, SINGAPORE 249677
Stüssy DSM London
Go to: 18-22 HAYMARKET, WEST END, LONDON, SW1Y 4DG