Stussy brand history. Stussy (Stussy) is the history of an American designer brand of clothing, shoes, and accessories in street style. Where to buy, store addresses in Ukraine. From crisis to Olympus

Photo by Jeff Johnson, Playboy

It's always been a surfing story. I made my first board at 13. Since then it has been my job. Even before the passion for design and creation own brand clothes, and after that too - I always surfed.

When I was little, we always hung out at my parents' printing shop. They would pick us up from school and we would hang out there until the night. There I learned more and more about printing and film output. Everyone in my family knew how to do this with early years. It was family business- as if my grandfather was a tailor or something like that. I knew graphic design - meaning I could at least "play with fonts" - I grew up with it.

Fortunately, my business burned out, but when you start, you don’t know if you’ll succeed

I have never separated them, surfing and design. I would draw or layout something, and I would always think, “So, where should I put my little logo? What font should I write Stussy in?” I didn't think about these details on purpose, I didn't create anything special, it wasn't design in the usual sense. But this happened at the age of 13, and so he lived.

I never had a clear plan a million years in advance. I never thought like, “Well, when I grow up, I’ll start making boards, and then I’ll create own brand clothes with your logo." I just did what I liked, was passionate about, and saw where it would lead. Fortunately, my business burned out, but when you start, you don’t know if you will succeed. You can lose your way, and at some point you just have to trust yourself.

When I started doing my own thing, I didn't have a lot of money at all. original ideas. I appropriated other people's

I started my business so young that by the time I had to evaluate own work and talent, I already had some kind of name. I was 21 or 22, fresh out of college, but already knew what I wanted to do with my life. The world is oversaturated with information. We are bombarded with so much visual content day in and day out that it becomes almost impossible to find an image that catches our attention. We scroll through all these pictures by moving our finger across the screen. We all do it. There is tons of information, but in the end we are all looking at the same things. Originality is becoming rare. Now you can sit somewhere in Prague and know where some Japanese guy's ass was hanging out last night. Previously, we put in many times more physical effort to find inspiration. We were looking for discoveries.

When I started doing my own thing, I didn’t have a bunch of original ideas at all. I appropriated other people's. But even then I put a part of myself into them. I was looking for them. I would get on a plane and fly to another country, go to a gallery or a specific store in Tokyo. It wasn't easy, but the trick was that 10 thousand other people didn't see what I saw at that moment. I looked at my own fire, literally did not take my eyes off the flame - and ideas came by themselves.

STUSSY (Stussy, Stussy) is a fashionable, famous and world-recognized American brand with more than thirty years of history.
The author of this magnificent brand is Shawn Stussy, who was born in one thousand nine hundred and forty-five in California (United States of America) on Laguna Beach.
The young man always really liked the style of the seaside residents, their way of life and appearance delighted him, so the designer decided to take the motif as the basis for his fashion brand. Works of the popular American fashion designer and, the founder of the STUSSY brand (Stussy) gained great popularity in the eighties of the last century.
Young people and nightclub regulars considered his company’s clothes to be a symbol of belonging to a certain select circle. Therefore, the brand was at the peak of fashion and at the peak of its success in all major cities from New York (United States of America) to London (Great Britain). The longevity and prosperity of his company is also due to the very limited release of fashion collections. But still, in the early nineties of the last century, Shawn Stussy decided to fully develop the potential of his company and opened several stores, choosing New York and, of course, London.

The clothes of this fashion designer are always of the highest quality. It meets the highest modern technological and fashion standards. And no wonder, because the designer himself, Shawn Stussy, constantly strives for self-improvement and tries to actively expand his creative boundaries through fruitful collaboration with local fashion designers and talented artists.
Like great rulers who in their time pass on the reins of their beloved country to their heirs, the maestro appointed Nicholas Bower as head of the brand, and Paul Mittelmann as creative director of the fashion brand STUSSY. Having become an integral part of mass pop culture, like hip-hop music or The Simpsons, the American brand STUSSY fully reflects the modern views of the general public and street subcultures.

The STUSSY brand actively collaborates with other fashion brands. Here's how one of the popular fashion publications speaks about it:
“The history of good friendship between the two famous American brands Nike (Nike) and Stussy (Stussy) has been going on for twelve whole years. Their first collective model, the Nike Air Huarache LE, was released in 2000. As expected, the S&S collection fashion brands today they unanimously call it “their best and most successful project.” And no one doubts this and happily believes. After all, it couldn’t be otherwise!

The abbreviation “S&S” means: “Snow&Street” (“Snow and Streets”) and “Sand&Street” (“Land and Streets”). Despite the fact that the Nike company is associated, as a rule, with stadium sports and similar innovations, and the Stussy brand is associated with drive, boarding on sea waves and gray concrete, these brands are united by a very solid approach to business and concrete determination. Each of these famous brands gave birth to a great and new life. After all, entire subcultures and several generations of urban youth grew up on the products and philosophy of Nike and Stussy. Contradiction and duality, common and different, everything that makes up the friendship of these famous companies, the companies reflected in the S&S fashion collection.
This collection includes only three Nike models - Dunk High OMS, Lunar Braata Mid OMS and Mogan II OMS. Each of which represents one of the natural elements: sand dunes, city streets or snow fields. All three of these landscapes tend to the horizontal for a reason. Thus, the Nike and Stussy companies seem to be protesting against the exploitation of the theme of hiking and trips to the bosom of nature. The subtitle of the collection is interestingly deciphered - it is the abbreviation “OMS”, which means: “Off Mountain Series”. Get away from the mountains!

And one more thing:
“The Stussy and Heel Bruise brands are in a hurry to present to the public their fourth joint photo exhibition entitled “Under the Radar.” The exhibition will be held as part of Go Skateboarding Day taking place today in Chicago. Also exhibiting at UTR this year are previously seen Nick Fensom, as well as Frank Verges, Robbie Jeffers and Curtis Bachanian, Sam Smith, Sarah Sleigh and Marfa Capodanno.
Under the Radar is a young exhibition that brings together talented photographers who photograph skateboarders around the world. This photo project was launched in two thousand and eleven by the founders of the skate brand Heel Bruise and the street brand Stussy, and before that it took place in California cities such as Long Beach and San Mateo.”

So, today the American fashion company Stussy is a leader among brands producing street clothes.
The brand is designed for strong, resilient and active young people in the age category from twenty to forty years. This is a brand for those who love adrenaline, speed, and also appreciate high quality and your own comfort.
Brand direction: sport, nature, quality, comfort, drive.

Stussy is a world-famous American brand of clothing, shoes, and accessories in the street style, which has been successfully developing for 30 years.

The history of the creation of the Stussy brand

Created this famous company Sean Stussy. The founder was born in 1945 in the USA, in California, Laguna Beach. The young man always admired the style that was typical for residents of coastal areas. In addition, he liked their lifestyle and appearance. All this formed the basis of the Stussy brand. The works of the designer from the USA were in great demand in the 80s of the 20th century.

For young people, lovers of club parties, clothing trademark was a kind of symbol of belonging to a certain circle of people who were elected. The brand was considered a symbol of fashion by residents of large cities, from New York to London. Such success and the financial stability of the Stussy company were also associated with the fact that fashion collections were released in limited editions. In the early 90s of the last century, Sean Stussy decided to open brand stores in London and New York, thereby increasing the potential of their brand.

All products are manufactured in accordance with all quality standards, meet all fashion criteria, as well as technological innovations. This is not surprising, since the founder of the brand also does not cease to improve himself, actively expanding the boundaries of his creativity. He began collaborating with local artists and designers.

A little later, Sean Stussy decided to appoint him to the position of head of the brand Nicholas Bower, and the creative director - Paul Mittelman. Many people began to associate the brand with pop culture, along with hip-hop and the cartoon The Simpsons. In Stussy products one can trace street subcultures and modern trends, the views of a wide mass of consumers.

The brand began to collaborate with many other fashion labels. Since 2000, the brand has become a partner, and their joint models are still produced today. Their first model came out under the name Nike Air Huarache LE. This was followed by a joint collection S&S, which many called one of their best and most successful projects.

This abbreviation S&S has two versions: Snow&Street, which means Snow and Streets; Sand&Street - Land and Streets. However, despite the fact that the direction of activity of the Nike and Stussy brands is slightly different, they are united by perseverance in their approach to any task, as well as a reinforced concrete desire for their goals. As you know, many people associate the Nike company with running, fitness, and athletics, and the Stussy brand is associated with boarding on land and waves, as well as with crazy drive. But these companies and their joint business gave rise to something new and great, because more than one generation of young people grew up on their products and philosophy, and new subcultures were formed. The stylish S&S collection reflects some common and distinctive features companies are a little ambivalent and contradictory.

The collection consisted of only three Nike models - Mogan II OMS, Lunar Braata Mid OMS and Dunk High OMS. These models reflected natural elements - snow covers, city streets, sand dunes. The horizon line is clearly visible here, and this is not accidental. In a similar way, Stussy and Nike companies express their protest against hiking in nature, as well as traveling in mountainous areas, so-called hiking. Even the name of each collection contains the abbreviation OMS - Off Mountain Series, which translated means Away from the mountains.

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His modest post-show success and polishing the boards were what kept the Stussy brand afloat in the early days. His business partner, Frank Sinatra (founder of Undefeated - approx. Harlem Shop), remembers those years and that permanent job, which formed the basis for future success.

“There was no money from outside, it was only my money and, by the way, I didn’t have much of it. We wanted it to be ours alone, we didn’t want any investors who would dictate their own rules and strategies. We just did what we had to do - including working in two places until our business began to bring us income."

Sinatra entered Stussy's business in 1984, but didn't stay in business until the late 1980s, when the Stussy brand began turning a profit on its investment. By that time, their double "S" letters (as a nod to the Chanel logo) and sports caps emblazoned with a bold "S" (they were the first to do so) had become a trend in New York and raised profits to $17 million by 1990. .

Just like hip-hop, Stussy sampled ideas from different styles and genres. It was just cool and made sense to those who understood the brand's design references: punk, the sex pistols, Keith Haring, DJing, skateboarding, Tokyo, London, New York, hip-hop - just to name a few.

“Stussy was one of the first, if not the very first, to do what they did,” says Stephen Vogel, author of the cult book Streetwear, which was the first printed, true guide to subculture clothing. “They balance on the edge with the past while remaining in the present and do it cooler than anyone else. At their core, they are not a pretentious brand; they make clothes that are always up-to-date, while at the same time not succumbing to fashion trends. Besides, damn, it's Stussy! They became a real symbol for me and people of my generation, like Levi’s - of course, not as old, but just as significant

Especially for new collection We have prepared for you a translation of an article about the founding father of streetwear and the first brand with “correct” roots - Sean Stussy.

Source: highsnobiety.com

Where to start a story about a man like Shawn Stussy? This is not a simple question. How to briefly introduce a man who actually gave birth to an entire subculture and forever changed youth fashion? No way! All you need to know is that without Shawn Stussy, this magazine, this culture, and all these clothes you're wearing right now wouldn't exist.

Today, few brands are as respected in the industry as Stussy. And, believe me, there is not a single brand that demonstrates the same stability as these California guys. Few people have stood as confidently among the true symbols of underground culture for so many years. Just like chameleons, merging with the cultures of peoples around the world, Stussy has done a lot of things for a huge number of people during its 35-year history, carrying one thing - the spirit of freedom and independence.

Sure, everyone knows this brand, but what do you know about the man who founded it? Sean's eponymous brainchild celebrates its 35th anniversary this year. In fact, the man who first scrawled his name on his surfboard in February 1980 (or late 1979, according to various sources) and gave birth to one of the most unique logos in the fashion world has long been no longer associated with the brand he founded. So what is Sean's personal contribution?

Born in 1954, Sean grew up in the heart of West Coast surf culture - something that continues to inspire him today, of course, more on a spiritual level than an aesthetic one. He bought his first board at the age of 13 and in his early years gained a reputation as a skilled board sander, which served as the basis for the Stussy brand, although the direction of the brand changed dramatically years later. How Sean got into the clothing industry was largely by accident.

“It happened at shows in 1981, '82. I made boards in 1980 and just scratched my name on them,” Shawn told Empire Ave magazine in 2013. “I didn’t know, I haven’t been to exhibitions. So I thought I'd make some black t-shirts. And I stamped Stussy on them in white. I stood there for 3 days and sold about 24 boards. But each person came up with the words: “Yes, I’ll take a board or two boards, but how much do you want for these T-shirts?” Well, I’m like, I don’t know, they’re not for sale, and he responds by saying that he wants to buy 24 of these T-shirts. Well, I gave them away for 8 bucks. They didn't have a price tag or anything like that. By the end of the third day, I had sold 1,000 T-shirts."

Success, paradoxically, was the beginning of the end of Sean's tenure at the company. He left the brand in 1996, stating that he wanted to spend more time with his family in Hawaii. The details of his departure were not revealed, but many speculated that Sean was tired of the company's multi-million dollar operations and was looking for something more in life.

"It turned into something I was never looking for," he told Acclaim Mag a few years later. “With all this came a lot of responsibility and twenty-hour days and all these operations around the world. But if you don’t have time to enjoy it, what joy does it bring?”

There were also creative differences with the Stussy Tribe, an international conglomerate of cronies, trendsetters and creatives who helped the brand gain a reputation in their respective cities. In this interview, Sean mentioned A.P.C. and COMMES des GARCONS as brands he would like to work with in the future, while the others did not want the brand to deviate from its stylistic roots and were against collaborating with other brands.

Surely, now Sean looks at the collabs from CDG’s Dover Street Market with a wide smile.

“I can only guess why he left Stussy,” says Steve Vogel, “but why shouldn't he? Isn't that the point of this whole rat race? Leave as soon as possible? Leaving work behind, raising children, spending time with those who truly matter and doing what you want to do without worrying about rent next month?

It seemed right for a kid who grew up in the anti-capitalist hippie scene on the beach that being an entrepreneur was not a priority for Sean. However, he did it, was a pioneer of what we have today - people can create their own workplace through determination and creativity, instead of sweating in an office 40 hours a week.

For 10 years after leaving Stussy, Sean was quiet, enjoying the fruits of his labor at his villas in Hawaii and Santa Barbara. “After leaving, I was just a dad for 10 years, raising my children,” he told Japanese magazine Honeyee in 2009, after 13 years of anonymity.

Be that as it may, in 2008 he began his return to the clothing industry. By 2010, it had materialized into S/Double (the name came from the nickname his wife gave him). The aesthetic, as you might imagine, has become more mature, mixing derby shoes with surfboards self made. It would seem like a bad combo, but when combined with Shawn Stussy, it makes sense.

Sean's letter accompanying the website's launch promised it would be a "humble and heartfelt adventure, no matter the table in expensive restaurant or with your neighbor at the flea market...In this age of big, chugging corporate launches and parties, I hope it will be just the opposite."

Initially, you can see in these words criticism towards someone else, but in fact, these words are a real reflection of a person. After all, this is the same person who spent all day sanding boards with Bob Marley songs in the background or asking his aunt to make shorts for his brand. And it's not hard to understand why he became uncomfortable with what the Stussy brand had become.

Now the S/Double brand is quite discreet, like its creator himself. The content on the site is mixed with inserts from Sean's life, photographs of a family dinner with surfboards. It’s immediately clear that this is a project, a passion, and not a desire to make money. This is an honest and fresh brand.

When you visit his website, you'll see nothing but a simple message: "Pause for a minute... Surf and make boards no matter the challenge...". This clears some things up in Shawn Stussy's head. More important than money and materialism. Maybe sometimes the way we measure success is fundamentally wrong - it's not the hours spent in the office or the money in your account. Maybe this is his true legacy.