WORLDWIDE STREETWEAR ROOTS
In 1980 Shawn Stussy started producing surfboards in California, signing firsthand every single item with a black marker due to its graffiti background. In 1984 he joins his forces with Frank Sinatra Jr. establishing an apparel brand that produces white blank bucket caps with the Stussy logo on the front, nothing but a double woven "s" along with a "Stussy No. 4" writing mocking the Chanel slogan: the Stussy saucy and witty attitude seduces even the East Coast after the first official store opening in New York in 1991, all thanks to the collaboration of James Jebbia, the future founder of the now mythical Supreme skating brand. The influence of cultural excitements from back then and the frequent Shawn foreign trips affect his approach to fashion, baiting different personalities around this emerging brand: the Stussy Tribe was born, just an heterogeneous group of young talented kids sharing common passions, ideals and targets and exchanging opinions and pieces of advice. Read more…
The Stussy contribution to the street culture goes beyond its college varsity jackets, snapbacks and graphic tees, speaking through a series of innovations in every single area of streetwear. Stussy affected all the '80s and '90s music, photography, fashion and sport habits, settling its roots deep into society and introducing a brand-new point of view, a new way to live your everyday.Stussy graphics takes elements from raggae, punk and new wave music too, cultivating a solid friendship with Rakim and Tupac while engaging with a concept brand like Commes des Garcons: trading ideas and feelings was the key to cross every apparent border. Stussy T-shirts, sweatshirts and jackets were shot from photographers like Juergen Teller, Kenneth Cappello and Terry Richardson, fact that helped the brand's expansion within Europe and Japan, where Stussy could find breeding ground for state-of-the-art collaborations and forward-looking projects. Pushed by a varied influences and sub-cultures, Stussy explored new horizons, ranging from oversize tees and classic Stussy sweatshirts to a wider catalog, that features vintage bomber jackets and short-sleeved shirts. The close link between the American company and the hip hop world has left a strong mark on both of them, blurring the limits between one and the other: we can easily recall successful collaborations with artists like J Dilla, not to mention the ones with independent label like Supreme and Carhartt. Stock Logo tees and sweatshirts are the basis of every sort of street look such as Stussy Basic Logo stuff, displaying a sideways or central mini logo according to your tastes. The Stussy World Tour products, instead, run through all the pivotal cities for the Stussy development - you must have one for sure! From music to fashion, setting new trends every year and touching art, photography and custom: no other street brand has ever affected so many different aspects of the streetwear lifestyle, becoming a benchmark both for historical enthusiasts and young aficionados - you write streetwear, but you say Stussy!
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