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Mens
5 Things To Know About Stüssy
Stüssy has its origins in youth counterculture, and is now one of the most sought after streetwear brands on the planet. Here are 5 things to know about your new favourite brand.
1. The Original Streetwear Brand
Founded in 1984, with roots firmly in emerging youth cultures of skate, surf, graffiti, rock and hip-hop – Stüssy is regarded as one of the original streetwear brands, laying the foundations for what would become a multi-billion dollar industry.
2. The Logo Kings
The power of branding and logos was championed early on by Stüssy which is known for its graffiti inspired signature, as well as its linked 'S's – a tongue-in-cheek play on the famous interlocking 'C's of Chanel.
3. Proto-Influencers: International Stüssy Tribe
Part of the brand’s identity from the early days, the International Stüssy Tribe was a collective of tastemakers and creatives who were usually unknown to the greater public but idolised by a minority in their niche fields. They would come together to celebrate the brand and often feature in seasonal campaigns. The Stüssy community was in many ways a precedent for today’s influencer culture.
4. Iconic Campaigns
Stüssy’s seasonal campaigns are unexpected and often bizarre. The brand never hire ad agencies but instead favour collaborating with unknown creatives early on in their career to create unique, arresting and iconic imagery.
5. Shawn Stussy & Dior
For Pre-Fall '20, Dior designer and long-time Stüssy fan Kim Jones managed to lure Shawn Stussy out of retirement to collaborate on a unique collection. Both designers expressed their deep respect for each other as well as their desire to just do something unexpected and out of the norm – continuing the original Stüssy ethos.