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In Depth // Stussy

18 Feb, 2023

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Boardertown

Recognized as the pioneers of streetwear, Stüssy was founded in the early 1980s by Shawn Stüssy in Laguna Beach, California. Beginning as a small surfboard shaping business, Shawn Stüssy quickly found a market for the t-shirts he made to promote his business. The t-shirts featured the now iconic Stüssy logo, a stylized signature that Shawn had developed for his surfboards, and were soon in high demand among surfers and skaters in the area.

By the mid-1980s, Stüssy had become a full-fledged clothing brand, with a wide range of t-shirts, sweatshirts, and hats featuring the Stüssy logo. The brand's popularity grew quickly, as it became associated with the emerging youth subcultures of skateboarding, surfing, and hip-hop.

Throughout the 1990s, Stüssy continued to expand its product line and grow its global reach. The brand opened flagship stores in major cities around the world, including New York, Tokyo, and London. Stüssy also collaborated with a range of artists and designers, including James Jebbia (founder of Supreme) and Futura, to create limited edition clothing and accessories.

Stüssy has played an important role in the skateboarding culture since its early days. In the 1980s, the brand's distinctive logo and relaxed, California-inspired aesthetic resonated with skateboarders, who embraced Stüssy the brand.

Stüssy's early collaborations with influential skate photographers and videographers, including Glen E. Friedman and Craig Stecyk, helped to cement the brand's position within the skate community.

In the 1990s, Stüssy continued to be a major player in skate culture, working with a collection of influential skateboarders including Keith Hufnagel (Huf founder), Scott Johnston (adidas Design Director), Lance Mountain (Nike SB) and James Jebbia (Supreme founder).

More recently, Stüssy has continued to collaborate with a range of influential skateboarders and skate brands. The brand has released limited edition collaborations with skate companies like Nike SB, Supreme, Gore-Tex and Vans. These collaborations have allowed Stüssy to experiment with new materials, designs, and aesthetics, while also expanding the brand's reach and influence.

In recent years, Stüssy has continued to be a major force in the streetwear world, with its signature logo and relaxed, California-inspired aesthetic continuing to endure.

Shop New Zealand's best selection of Stussy available online and in Boardertown stores nationwide now.

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