In 1980, before Supreme had people queueing round the block and Off-White was a staple on the red-carpet, there was Stüssy – an unassuming surf brand that ended up as the blueprint of modern streetwear.

Four decades later, and Stüssy’s enduring relevance isn’t mere nostalgia – its testimony to a brand that understood the assignment before streetwear even knew the question. By staying relaxed, authentic and true to its values, Stüssy continues to bridge generations through its timeless designs.

Origins

The story of Stüssy starts in Laguna Beach, California in the early ’80s, when local surfboard shaper Shawn Stussy began scribbling his now-iconic graffiti signature on boards as a personal touch.

But what started as a surf tag began gaining some real popularity, so Stussy started printing his tag on t-shirts which he then sold out the back of his car.

By 1984, Stussy had partnered up with accountant (not singer) Frank Sinatra Jr. to officialise the brand, which had now become a fusion of surf, skate, punk and hip-hop culture.

The brand’s ability to cross these cultural lines was second-to-none. Stüssy screamed innovation – never chasing trends, only sparking them.

By the time the late ’80s and early ’90s rolled around, Stüssy had reached a fever pitch. Stores were being opened worldwide, uniting subcultures from the Tokyo skate scene all the way to rappers in New York.

The International Stüssy Tribe

The birth of the International Stüssy Tribe (IST) really solidified the brand’s legendary status.

The tribe consisted of a global network of individuals connected to the Stüssy brand, usually recognised for their music, unique styles or cultural influence.

Those involved were given custom Stüssy jackets, and were invited to frequent events and gatherings with the goal of expanding the brand’s global network.

Members, including the likes of Michael Kopelman, Mick Jones and Hiroshi Fujiwara all embraced a similar ethos of creativity that strengthened the brand’s identity even further, appealing to consumers worldwide.

Legacy and Evolution

Trends have come and gone – but Stüssy has shown some serious staying power.

By never trying too hard, and never abandoning its community-driven attitude, the brand has stayed both rooted and relevant.

Through its limited drops and clever collabs with brands like Nike, Comme des Garçons and BAPE, Stüssy has perfected the art of scarcity.

Now, with over 40 years in the industry, Stüssy is more than just a brand – it’s become a cultural institution.

While streetwear becomes more and more about the next big thing, Stüssy’s self-assured and laid back nature keep it at the heart of what the scene has always been about – creativity, self-expression and community.