STUSSY, SEBUAH SEJARAH SINGKAT

Summary

Stüssy, often hailed as the 'Godfather of Streetwear,' began as a surfboard brand in the 1980s before evolving into a global streetwear icon. Founded by Shawn Stüssy, the brand initially gained attention for its surfboards, but it was its t-shirts, created for promotional purposes, that led to its expansion into clothing. Stüssy positioned itself as an anti-luxury, rebellious brand, resonating with street culture communities like hip-hop and skateboarding. Over the years, the brand's collaborations and global reach solidified its influence, making it a key player in the streetwear movement, even after its founder's departure.

Takeaways

• 😀 Stussy is considered the godfather of streetwear, despite many brands being older, as it birthed the streetwear culture movement.
• 😀 Stussy originated from a surfboard brand, not street culture, with its roots deeply embedded in surfing rather than hip-hop or skateboarding.
• 😀 The founder, Shawn Stussy, started making surfboards at age 13 and worked at Russell Surfboards before creating his own brand in 1980.
• 😀 Stussy initially marked his surfboards with his last name (Stussy) to establish his personal brand, which gained recognition in the local surf scene.
• 😀 In 1982, Stussy first presented his brand at the Action Sports Retailer Expo, where T-shirts with his logo unexpectedly became a hit, helping the brand expand.
• 😀 By 1984, Stussy expanded into a full-fledged clothing brand, focusing on items like jackets, hats, and jeans, alongside surfboards.
• 😀 Stussy's connection to punk subculture drove the brand to resist luxury brands and position itself as an anti-establishment clothing brand.
• 😀 The brand's new logo, inspired by Chanel's intertwined C's, became a symbol of rebellion, gaining popularity within street culture, including graffiti, hip-hop, and skateboarding.
• 😀 Stussy expanded globally by 1987, with key markets in Europe, Japan, and Australia, and connected with influential street culture figures like James Jebbia and Hiroshi Fujiwara.
• 😀 Stussy grew through word-of-mouth marketing, with no formal ads, relying instead on influential street culture figures and collaborations to spread its influence.
• 😀 After a decline in exclusivity and key departures in the 1990s, Stussy rebounded under new leadership and became a collaboration powerhouse, working with brands like Nike, Dr. Martens, and Carhartt.

Q & A

What is Stüssy known for in the streetwear industry?

Stüssy is widely regarded as the 'Godfather' of streetwear, as it played a key role in the rise of streetwear culture, even though many other brands were founded earlier.

How did Stüssy initially establish itself in the market?

Stüssy began as a surfboard brand before transitioning into a clothing brand. Initially, it gained attention by adding its logo to surfboards and later selling t-shirts as promotional items, which unexpectedly became popular.

What role did Stüssy's background in surfing play in its evolution?

Stüssy's founder, Shawn Stüssy, had a strong background in surfing, which influenced the brand's early identity. The brand initially focused on surfboards before expanding into streetwear clothing.

What was the turning point for Stüssy in transitioning from surfboards to streetwear clothing?

The turning point came at the Action Sports Retailer Expo, where Shawn Stüssy sold promotional t-shirts with the brand's logo. The shirts became so popular that Stüssy decided to focus on clothing instead of surfboards.

How did Stüssy’s logo design reflect its rebellious spirit?

Stüssy adopted a logo that resembled the luxury brand Chanel’s logo, which was a deliberate act of rebellion against the luxury fashion industry. This move helped align the brand with anti-establishment and punk subcultures.

What was the significance of the International Stüssy Tribe?

The International Stüssy Tribe was a community that brought together influential street culture figures. Members included future streetwear pioneers like James Jebbia (Supreme) and Hiroshi Fujiwara (fragment), helping Stüssy establish a global cultural presence.

How did Stüssy spread internationally after dominating the U.S. market?

Stüssy expanded into global markets by selling products in Europe, Australia, and Japan in 1987. The brand's growth was fueled by its association with influential street culture figures around the world.

What was the role of James Jebbia in Stüssy's success?

James Jebbia played a pivotal role in Stüssy’s success, especially in New York, where he helped manage the flagship store and solidify the brand’s presence in the thriving hip hop scene of the early 90s.

Why did Shawn Stüssy leave the company, and what impact did it have?

Shawn Stüssy left the company in 1996 to focus on his family. His departure led to a decline in the brand's exclusivity, as it lost the personal touch and connection with its original street culture roots.

How did Stüssy recover after Shawn Stüssy's departure?

After Shawn's departure, Stüssy hired experienced creative leaders, including Nick Bower and Paul M.L. Man, to help rejuvenate the brand. They made Stüssy a major player in collaborations, working with big names like Nike, Dr. Martens, and Virgil Abloh.