About Stüssy Streetwear

February 22, 2024

Stüssy is a U.S. privately owned streetwear apparel label established in the early 1980s by Shawn Stussy, a California surfer and surfboard craftsman.

Originating mainly in Orange County, California, the brand’s journey began when Shawn started etching his signature onto custom surfboards. The distinctive Stüssy logo quickly became coveted among surfers, sparking a wildfire of demand

In 1984, Stussy and his friend, Frank Sinatra Jr. (no relation to the singer), partnered to sell the apparel. Stussy expanded into Europe by 1988, opened a boutique in SoHo, New York, and unveiled multiple other locations throughout the 1990s. Revenues reached $17 million in 1991, and $20 million in 1992. Stüssy was sold throughout the United States at both specialty and department stores alongside other high-priced "California lifestyle" clothing during this era. Outside of the US, the brand was available in specialty shops alongside high-end international design clothing.

In a 1992 interview, Stussy said, "Everybody calls it surf wear, or urban streetwear, punk, or surf street... I don't name it, and I don't name it on purpose."

In 1996, Stussy resigned as president, and Sinatra bought his share of the company's holdings, with the Sinatra family still owning the brand in 2017. According to the company's website, the apparel is available in branded stores and other retailers in Europe, Asia, the United States, Canada, and Australia.

In 2011, Marvel paired up with Stüssy for an extensive line split between two series. The first, released on April 27, had nine T-shirt designs depicting several of the comics' most popular superheroes combined with Stüssy's graphic language. The second was made up of designs from nine guest artists who interpreted their favorite characters from the Marvel Universe. In 2019, Stüssy partnered up with fashion designer Matthew Williams to release two products: a garment dyed tee made of recycled organic cotton and a pair of co-branded leather hiking boots. The next year, Williams announced a new partnership with the brand for denim products, and in late 2020, the brand partnered with CDG to create a capsule collection in commemoration of Stüssy's 40th anniversary.

Throughout its history, Stüssy has partnered with a range of artists, musicians, and brands. Notable collaborations include:

Nike: Joint projects combining Stüssy’s streetwear aesthetic with Nike’s sportswear heritage.

Supreme: A legendary collaboration that resonated with streetwear enthusiasts.

Stüssy has also worked with musicians like A$AP Rocky and artists like Kaws.

The Stüssy logo, resembling a stylized scrawl of the brand name, has become an enduring symbol of street culture and laid-back authenticity.

Stüssy produces a wide range of streetwear and casual clothing. Their offerings include:
Graphic Tees: iconic Stüssy logo tees and artistic designs.
Hoodies and Sweatshirts: Comfortable staples with Stüssy branding.
Caps and Hats: distinctive Stüssy branded headwear.
Outerwear: Stüssy jackets, windbreakers, and coats.
Bottoms: Stüssy pants, shorts, and joggers.
Accessories: Stüssy bags, socks, and more.

Stüssy’s journey from surfboards to global streetwear prominence showcases its organic growth, cultural impact, and ability to redefine casual fashion, and while benefiting from the surfwear trend, Stüssy has been adopted by the skateboard, hip hop, and punk scenes, becoming a symbol of urban coolness and street style, going on to become the iconic street brand it is today.

The History of Stüssy Video

"Stüssy is one of the most prolific names in streetwear. It's up there with the likes of Supreme and Bape. So, how did it get there? In this episode of Threaducation, we're going to be taking a look at how Shawn Stüssy's mission to launch a surfboard company accidentally and unexpectedly transformed into a mission to take over the fashion industry. We'll also discuss how the California-based brand eventually made it's way to New York City, and the help that Shawn received from future Supreme founder James Jebbia. This is an insanely fascinating story and and I'm so excited to share it with you. This is the history of Stüssy."