Since its birth in the 80s, Stüssy has continued to evolve and expand the influence of streetwear around the world. Between the culture of surfing, skateboarding, hip-hop and punk to name but a few examples, the streetwear seen by Stussy has always been able to absorb the codes to reflect what is best done. We especially note the culture of the 80s, indeed, most of the creators grew up with their feet in it. Prepare your hot chocolate, and get ready to find out what influenced the legendary American brand, and what influenced it.
The 80s, the beginnings of streetwear
We are in 1984 in Laguna Beach, California in the United States. A man by the name of Shawn Stüssy , surfing in his spare time, launched his own brand of surfing. He makes them in his apartment, and makes, in parallel, t-shirts on which he affixes his signature. He did the same with the boards he designed. At that time, streetwear was in its infancy, especially with the large number of Hip-Hop artists who began to dress like this.
We were witnessing the beginnings of the trivialization of the hoodie, influenced by the street , which will nevertheless remain a fairly controversial piece for ten years.
A booming movement
Now let's make a good decade to find ourselves in the 90s. We note the appearance of the International Stüssy Tribe . This movement at the initiative of Shawn Stüssy brings together a large community of artists such as MCs, DJs ...
This group was originally a small group of friends, it then spread. He was not looking for big names, they were looking for names with potential capable of being influential. The influence of Stüssy was envisaged in the future, the members have developed a crew which 30 years later dominates fashion from the street .
In this decade, rap and RnB are booming, the young generations are very influenced by this culture. All the personalities who begin to appear during this period bring a new way of conceiving fashion, combining street and luxury .
The beginnings were complicated, fashion did not want streetwear. The creators who grew up in the 1980s were very touched by this culture , so we can witness the birth of the first brands oriented streetwears like Supreme for example.
An influence affecting the whole street
Proud of their success, Stüssy's influences extend to rock, street art, punk, rap, skateboarding, to sum up all the cultures influencing teenagers at the time. The American label will collaborate with Nike in 2000, the fruit of this work simply reigned over a decade. Stüssy has redesigned 2 different colors for the Air Huarache running pair , sold exclusively in the Stüssy store in London.
The American brand will not stop there, it will also in 2005 rethink the color of the legendary Nike Dunk Low , which is sold at exorbitant prices today. To sum up, in just 5 years, Stüssy has been able to create, in collaboration with Nike, two pairs of shoes that are still ultra-popular today, whether in running or in skateboarding .
The brand goes in 2001, for its 30th anniversary, also to work in collaboration with Supreme, an old “ Skate Tough” logo will be brought out for the occasion, the t-shirts have been distributed in very limited quantities only in stores Stüssy Chapter .
The impact of the American label on street culture is undeniable at this time, everyone is talking about Stüssy and wants to wear Stüssy .
Stüssy always in tune with the times
In recent years, we have seen more and more collaborations between brands, often to return parts in limited quantities. People are fond of rare things, and streetwear brands have understood this, a release with limited stocks works precisely because there are not many products on sale.
It is also in 2010 that Stüssy will strike another big blow in the world of streetwear. The label will collaborate with the Japanese brand A Bathing Ape to provide us with a stock of pieces inspired by army camouflage patterns, very trendy in the 90s. On the menu, jackets, hoodies, T-shirts, pants , accessories that inspires 90s Japanese streetwear Yukio Hishika nowadays…
Today, streetwear is a style that affects all categories of people, it has become much less usual to go to work in a suit and tie. We prefer to take clothes in which we are comfortable, we indulge in originality and premium comfort.
What we will retain from the Stüssy label is its ability to always follow the trend, but by bringing its touch of originality which will make each piece unique and transpiring this culture of the street .