About
Stüssy is a Californian streetwear brand with roots in skate and surf culture. Founded in 1984 by Shawn Stüssy, the brand initially gained traction by applying his signature to handmade surfboards. This distinctive branding later extended to T-shirts, hats, and other apparel, differentiating itself early on by creating pieces not explicitly tied to sports teams. The playful repurposing of iconic logos, such as Chanel's double C, into a double S, helped establish Stüssy's unique aesthetic and groundbreaking approach to style. The brand's rapid global expansion, beginning with a New York flagship store in the 1990s, significantly influenced other streetwear labels; several prominent designers cite Shawn Stüssy as a key inspiration. A defining characteristic of Stüssy is the International Stüssy Tribe, a network of like-minded individuals connected to the brand, initially launched in London. Shawn Stüssy left the company in 1996, but the brand continued its success, launching a premium line, Stüssy Deluxe, and continuing to collaborate with other brands. Since then, Stüssy has remained a highly recognizable and influential youth brand globally.