Stussy is the godfather of street fashion and the perennial favourite of cool guys in multiple subcultures; from skaters to hip hop, club kids, punk, dj’s and beyond. Around 1980 Shawn Stussy was a talented surfboard shaper working in California. His boards were renown for the innovative and high-performance shapes, but also for the colourful punk, reggae, and new wave influenced graphics. To help promote his custom surfboards, he started making graphic T-shirts emblazoned with his last name, written in a unique hand-lettered style: the now iconic Stussy logo. Frank Sinatra jr. (no, not that Frank Sinatra) saw the potential of Stussy as a clothing brand and helped to co-found Stussy. In a short period of time, Stussy made a name with Shawn’s original graphics and unique items like varsity jackets and baseball caps, which could previously only be found around sporting fields. As soon as the brand settled in New York, it became a big name in the then flourishing hip hop scene. In the late '80s, Stussy was making enough money to travel to the creative cities around the world. Shawn hang out with like-minded people and founded local Stussy Chapters in New York, Los Angeles, Tokyo, London and Paris, and Stussy grew into an international ‘tribe’ of like-minded creative people. Today, Stussy is still doing its own thing, rather than to sell out, and is still one of the leading streetwear labels. The Hundreds
founder Bobby Hundreds didn’t call Stussy ‘the greatest streetwear brand of all time’ for nothing.