Photo by Jeff Johnson, Playboy
It's always been a surfing story. I made my first board at 13. Since then it has been my job. Even before I became interested in design and creating my own clothing brand, and even after that, I was always involved in surfing.
When I was little, we always hung out at my parents' printing shop. They would pick us up from school and we would hang out there until the night. There I learned more and more about printing and film output. Everyone in my family knew how to do this from an early age. It was a family business - like if my grandfather had been a tailor or something. I knew graphic design - meaning I could at least "play with fonts" - I grew up with it.
Fortunately, my business burned out, but when you start, you don’t know if you’ll succeed
I have never separated them, surfing and design. I would draw or layout something, and I would always think, “So, where should I put my little logo? What font should I write Stussy in?” I didn't think about these details on purpose, I didn't create anything special, it wasn't design in the usual sense. But this happened at the age of 13, and so he lived.
I never had a clear plan a million years in advance. I never thought like, “Well, when I grow up, I’ll start making boards, and then I’ll create my own clothing brand with my logo.” I just did what I liked, was passionate about, and saw where it would lead. Fortunately, my business burned out, but when you start, you don’t know if you will succeed. You can lose your way, and at some point you just have to trust yourself.
When I started doing my own thing, I didn’t have a bunch of original ideas at all. I appropriated other people's
I started my business so young that by the time I had to evaluate my own work and talent, I already had some kind of name. I was 21 or 22, fresh out of college, but already knew what I wanted to do with my life. The world is oversaturated with information. We are bombarded with so much visual content day in and day out that it becomes almost impossible to find an image that catches our attention. We scroll through all these pictures by moving our finger across the screen. We all do it. There is tons of information, but in the end we are all looking at the same things. Originality is becoming rare. Now you can sit somewhere in Prague and know where some Japanese guy's ass was hanging out last night. Previously, we put in many times more physical effort to find inspiration. We were looking for discoveries.
When I started doing my own thing, I didn’t have a bunch of original ideas at all. I appropriated other people's. But even then I put a part of myself into them. I was looking for them. I would get on a plane and fly to another country, go to a gallery or a specific store in Tokyo. It wasn't easy, but the trick was that 10 thousand other people didn't see what I saw at that moment. I looked at my own fire, literally did not take my eyes off the flame - and ideas came by themselves.
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See also in other dictionaries:
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STUSSY (Stussy, Stussy) is a fashionable, famous and world-recognized American brand with more than thirty years of history.
The author of this magnificent brand is Shawn Stussy, who was born in one thousand nine hundred and forty-five in California (United States of America) on Laguna Beach.
The young man always really liked the style of the seaside residents, their lifestyle and appearance delighted him, so the designer decided to take the motif as the basis for his fashion brand. Works of the popular American fashion designer and, the founder of the STUSSY brand (Stussy) gained great popularity in the eighties of the last century.
Young people and nightclub regulars considered his company’s clothes to be a symbol of belonging to a certain select circle. Therefore, the brand was at the peak of fashion and at the peak 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 collaborations with local fashion designers and talented artists.
Like great rulers who in their time pass on the reins of their beloved country to their heirs, the maestro appointed Nicholas Bower as head of the brand, and Paul Mittelmann as creative director of the fashion brand STUSSY. Having become an integral part of mass pop culture, like hip-hop music or The Simpsons, the American brand STUSSY fully reflects the modern views of the general public and street subcultures.
The STUSSY brand actively collaborates with other fashion brands. Here's how one of the popular fashion publications speaks about it:
“The history of good friendship between the two famous American brands Nike (Nike) and Stussy (Stussy) has been going on for twelve whole years. Their first collective model, the Nike Air Huarache LE, was released in 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 happily believes. After all, it couldn’t be otherwise!
The abbreviation “S&S” means: “Snow&Street” (“Snow and Streets”) and “Sand&Street” (“Land and Streets”). Despite the fact that the Nike company is associated, as a rule, with stadium sports and similar innovations, and the Stussy brand is associated with drive, boarding on sea waves and gray concrete, these brands are united by a very solid approach to business and concrete determination. Each of these famous brands gave birth to a great and new life. After all, entire subcultures and several generations of urban youth grew up on the products and philosophy of Nike and Stussy. Contradiction and duality, common and different, everything that makes up the friendship of these famous companies, 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 for a reason. Thus, the Nike and Stussy companies seem to be protesting against the exploitation of the theme of hiking and going 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:
“The Stussy and Heel Bruise brands are in a hurry to present to the public their fourth joint photo exhibition entitled “Under the Radar.” The exhibition will be held as part of the Go Skateboarding Day taking place today in Chicago. Also exhibiting at UTR this year are previously seen Nick Fensom, as well as Frank Verges, Robbie Jeffers and Curtis Bachanian, Sam Smith, Sarah Sleigh 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 two thousand and eleven by the founders of the skate brand Heel Bruise and the street brand Stussy, and before that it took place in California cities such as Long Beach and San Mateo.”
So, today the American fashion company Stussy is a leader among brands producing street clothes.
The brand is designed for strong, resilient 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 value high quality and personal comfort.
Brand direction: sport, nature, quality, comfort, drive.
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 their launching pad - the sunny beaches of California have always attracted enough young people, and in some cases even more than the ubiquitous skateboarding. But how did Stussy successfully launch and develop a clothing brand when surfers have even less clothes than skaters?
Business on your knees
The key figure in this story is Shawn Stussy. There really wasn't much room for clothing, so Sean started with the most important item for any surfer, the board. Armed with a marker, he applied the famous sweeping logo to the surfboards that he and his assistant made. Adding T-shirts, shorts and caps to his assortment, Sean sold them straight from his car parked near Laguna Beach. But all this is just a preface a couple of years long from the early 80s. The Stussy brand truly took off in 1984.
The path to the top
1984 was the year when Sean realized the full potential of his brainchild 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 had an excellent understanding of 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, increase revenue to $17 million a year. But enough with the dry numbers - what was attractive about Stussy?
Uniqueness and eclecticism
First and foremost is the brilliant and ambitious vision of Shawn Stussy. He openly said that he planned to turn surfing fashion on its head, and he succeeded. Now it was not faceless basic clothing, but a symbiosis of the latest trends from sports, punk and high fashion. It is not surprising that almost all youth groups immediately fell under the influence of Stussy. The new style could not be specifically identified, which means that everyone could accept it. A special bonus was Sean’s collaboration with artists - musicians, artists and designers, including from the underground. Having created a creative association called Stussy Tribe, they spread the word about the brand wherever they appeared - and all this completely free of charge.
From crisis to Olympus
The 90s continued the wave of success, but only until the middle. It was during this decade that Stussy finally transcended the surf world, becoming a cult brand in hip-hop. While attracting new fans, Stussy also attracted competitors who were happily biting into the raging market of subcultural clothing. Brands like FUBU, Triple Five Soul, and Mecca USA essentially replicated Sean's style, and new customers were simply confused when it came to choosing.
In 1996, it seemed that the brand was forever buried among its own clones - revenue fell by one and a half times, and Sean Stussy went out of business. However, Stussy remains one of the most influential players in street fashion today, competing with Supreme and A Bathing Ape. This was made possible thanks to the bold tactics of Frank, who took control after Sean left. Having assembled a new team of young talents, he gave the brand a second life.
Stussy is a world-famous American brand of clothing, shoes, and accessories in the street style, which has been successfully developing for 30 years.
The history of the creation of the Stussy brand
Created this famous company Sean Stussy. The founder was born in 1945 in the USA, in California, Laguna Beach. The young man always admired the style that was typical for residents of coastal areas. In addition, he liked their lifestyle and appearance. All this formed the basis of the Stussy brand. The works of the designer from the USA were in great demand in the 80s of the 20th century.
For young people, lovers of club parties, branded clothing was a kind of symbol of belonging to a certain circle of people who were chosen. The brand was considered a symbol of fashion by residents of large cities, from New York to London. Such success and the financial stability of the Stussy company were also associated with the fact that fashion collections were released in limited editions. 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 manufactured in accordance with all quality standards, meet all fashion criteria, as well as technological innovations. This is not surprising, since the founder of the brand also does not cease to improve himself, actively expanding the boundaries of his creativity. He began collaborating with local artists and designers.
A little later, Sean Stussy decided to appoint him to the position of head of the brand Nicholas Bower, and the creative director - Paul Mittelman. Many people began to associate the brand with pop culture, along with hip-hop and the cartoon The Simpsons. In Stussy's products one can trace street subcultures and modern trends, the views of a wide mass of consumers.
The brand began to collaborate with many other fashion labels. Since 2000, the brand has become a partner, and their joint models are still produced today. 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 their best and most successful projects.
This abbreviation S&S has two versions: Snow&Street, which means Snow and Streets; Sand&Street - Land and Streets. However, despite the fact that the direction of activity of the Nike and Stussy brands is slightly different, they are united by perseverance in their approach to any task, as well as a reinforced concrete desire for their goals. As you know, many people associate the Nike company with running, fitness, and athletics, and the Stussy brand is associated with boarding on land and waves, as well as with crazy drive. But these companies and their joint business gave rise to something new and great, because more than one generation of young people grew up on their products and philosophy, and new subcultures were formed. The stylish S&S collection reflects some common and distinctive features of the companies, a little 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 visible here, and this is not accidental. In a similar way, Stussy and Nike companies express their protest against hiking in nature, as well as traveling in mountainous areas, so-called hiking. Even the name of each collection contains the abbreviation OMS - Off Mountain Series, which translated means Away from the mountains.