STUSSY (Stussy, Stussy) is a fashionable, well-known and recognizable throughout the world American brand with more than thirty years of history.
The author of this magnificent stamp is Shawn Stussy, who was born in 1945 in California (United States of America) on Laguna Beach.
The young man always really liked the style of the seaside inhabitants, their way of life and appearance led him to admiration, so the designer decided to take the motif as the basis of his fashion brand. Works of the popular American fashion designer a, the founder of the STUSSY brand (Stussy) gained great popularity in the eighties of the last century.
Young people, frequenters of nightclubs considered the clothes of his company as a symbol of belonging to a certain circle of the elite. Therefore, the brand was at the height of fashion and at the pinnacle 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 cooperation with local fashion designers and talented artists.
Like great rulers who in due time pass the reins of government of their beloved country to their heirs, the maestro appointed Nicholas Bower as the head of the brand, and Paul Mittelmann creative director fashion brand STUSSY (Stussy). Having become an integral part of mass pop culture, like hip-hop music or The Simpsons, the American brand STUSSY (Stussy) fully reflects the modern views of the masses and street subcultures.
The STUSSY brand actively cooperates with other fashion brands. Here is how one of the popular fashion publications speaks about it:
“The history of good friendship between two famous American brands Nike (Nike) and Stussy (Stussy) has been going on for twelve whole years. Their first collective model "Nike Air Huarache LE" was released in the year 2000. As it should be, fashion brands today unanimously call the S&S collection "their best and most successful project." And no one doubts this and believes with joy. After all, it could not be otherwise!
The abbreviation “S&S” means: “Snow&Street” (“Snow and Streets”) and “Sand&Street” (“Earth and Streets”). Despite the fact that Nike (Nike) is usually associated with stadium sports and similar innovations, and the Stussy brand (Stussy) with drive, boarding on sea waves and gray concrete, these brands are united by a very firm approach to deeds and reinforced concrete purposefulness. Each of these famous brands gave rise to a great and new life. Indeed, whole subcultures and several generations of urban youth have grown on the products and philosophy of Nike (Nike) and Stussy (Stussy). Inconsistency and duality, common and different, everything that makes up the friendship of these famous firms, 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 is not accidental. Thus, the companies Nike (Nike) and Stussy (Stussy) 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 further:
“Stussy and Heel Bruise brands are in a hurry to present to the public their fourth joint photo exhibition called “Under the Radar”. The exhibition will be held as part of Go Skateboarding Day in Chicago today. Also exhibiting at UTR this year are the previously seen Nick Fensom, as well as Frank Verges, Robbie Jeffers and Curtis Buchanian, Sam Smith, Sara Sani 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 2011 by the founders of the skater brand Heel Bruise (Hil Bruys) and the street brand Stussy (Stussy), and before that it took place in such Californian cities as Long Beach and San Mateo.
So, today the American fashion company Stussy (Stussy) is the leader among brands that produce streetwear.
The brand is designed for strong, hardy 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 (Stussy) is a world-famous American brand of clothing, footwear, accessories in street style successfully developing for 30 years.
The history of the creation of the Stussy brand (Stussy)
Created this famous company Sean Stussy. The founder was born in 1945 in the United States, in California, Laguna Beach. The young man has always admired the style that was inherent in the inhabitants of coastal areas. In addition, he liked their way of life and appearance. All this formed the basis of the Stussy brand. The designer's work from the USA was in great demand in the 80s of the 20th century.
For young people, fans of club parties, the clothes of the brand were 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 financial stability of Stussy were connected with the fact that the fashion collections came out in limited edition. In the early 90s of the last century, Sean Stussy decided to open branded stores in London and New York, thereby increasing the potential of his brand.
All products are made in accordance with all quality standards, meet all fashion criteria, as well as technological innovation. This is not surprising, since the founder of the brand also does not stop improving himself, actively expanding the boundaries of his creativity. He began to collaborate with local artists and designers.
A little later, Sean Stussy decided to appoint the head of the brand Nicholas Bower, and creative director - Fields Mittelman. The brand has become associated with many pop culture, along with hip-hop and the cartoon The Simpsons. In Stussy products, you can trace street subcultures and modern trends, the views of a wide mass of consumers.
The brand began to cooperate with many other fashion labels. Since 2000, the brand has become a companion, their joint models are produced to this day. 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 the best and most successful projects.
This abbreviation S&S has two versions of decoding: Snow&Street, which means Snow and Streets; Sand&Street - Earth and Streets. However, despite the fact that the direction of the Nike and Stussy brands is slightly different, they are united by perseverance in their approach to any business, as well as a concrete desire to achieve their goals. As you know, many associate Nike with running, fitness, athletics, and the Stussy brand with boarding on the ground and waves, as well as with a crazy drive. But these firms, their joint business gave rise to a new and big one, because young people of more than one generation grew up on their products, philosophy, new subcultures were formed. The stylish S&S collection reflects some common and distinctive features of the companies, a bit dual 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 traced here, and this is not accidental. In a similar way, Stussy and Nike express their protest against hiking in nature, as well as traveling in mountainous areas, the so-called hiking. Even the name of each collection contains the abbreviation OMS - Off Mountain Series, which means Away from the mountains.
Almost every major trend was born in a subculture and only then spread to the masses. Stussy is no exception in this regard. Surfing became a launching pad for them - the sunny beaches of California have always attracted enough young people, and in some cases even more than the ubiquitous skateboard. But how did Stussy successfully launch and develop a clothing brand when there are even fewer things on surfers than on skaters?
Business on the knee
The key figure in this story is Sean Stussy. There really wasn't much room for clothing, so Sean started with the most important item of any surfer, which is the board. Armed with a marker, he applied the famous sweeping logo on surfboards, which he himself and an assistant made. Sean added T-shirts, shorts, and caps to his lineup and sold them straight from his car at Laguna Beach. But all this is just a preface a couple of years long from the early 80s. The Stussy brand really took off in 1984.
Path to the heights
1984 was the year when Sean realized the full potential of his offspring and seriously took up the official side of the issue, taking his friend Frank Sinatra Jr. as a partner. Frank had nothing to do with the legendary actor and singer, but he was excellent at accounting and finance. This allowed just 4 years later, in 1988, to open a store in the popular part of Manhattan, SoHo, and by 1991 to bring revenue to 17 million dollars a year. But enough dry numbers - what was so attractive about Stussy?
Uniqueness and eclecticism
First of all, this is the ingenious and ambitious vision of Sean Stussy. He openly said that he planned to turn surfer fashion on its head, and he succeeded. Now it was not a faceless basic clothing, but a symbiosis of the latest trends from sports, punk and high fashion. Not surprisingly, almost all youth groups immediately fell under the influence of Stussy. A new style it was impossible to identify specifically, and therefore everyone could accept it. A separate bonus was Sean's collaboration with artists - musicians, artists and designers, including from the underground. Having created creative association called Stussy Tribe, they carried the brand message wherever they went - and it was all completely free of charge.
From crisis to Olympus
The 90s continued the wave of success, but only until the middle. It was in this decade that Stussy finally stepped out of the surf world, becoming a cult brand in the hip-hop environment. By attracting new fans, Stussy also attracted competitors who happily bit into the raging market for subcultural clothing. Brands such as FUBU, Triple Five Soul, and Mecca USA were essentially copying the style set by Sean, and new buyers were simply at a loss to choose.
In 1996, it seemed that the brand was forever buried among its own clones - revenue fell one and a half times, and Sean Stussy went out of business. However, Stussy remains one of the most influential players in streetwear right now, rivaling Supreme and A Bathing Ape. This was made possible by the bold tactics of Frank, who took control after Sean's departure. Having assembled a new team of young talents, he gave the brand a second life.
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