Stussy, the Original Streetwear Signature: A Brand That Refuses to Fade.
Written By Audree Saluta
Culture, Fashion & Live Events Contributor.
A young Shawn Stussy in his surf shop, admiring his craft.
Shawn Stussy’s iconic logo signature.
Shawn Stussy in the present day, surrounded by the original designs that built the brand.
Shawn Stussy did not create an iconic, global streetwear brand for you guys to walk around and call it “Stuh-see”. Put some respect on “Stoo-see’s” name. Founded in the '80s in Laguna Beach, Shawn Stussy started out shaping surfboards and tagging them with his now-famous signature. When he hit trade shows to sell boards, he brought tees printed with the same logo and suddenly the shirts were moving faster than the boards.
By 1984, Stussy officially pivoted into apparel, building a brand rooted in skate, surf, and hip-hop culture. Seven years later, the first flagship store opened in SoHo and became a staple for the hip-hop and skate scenes. To push the brand globally, the International Stussy Tribe was born as a crew of DJs, artists, and musicians across New York, London, and Tokyo who repped the brand and created the hype. Today, collecting a tee from each cultural hub is like collecting the Infinity Stones.
In 1996, Shawn Stussy stepped away and sold his ownership stake, but the brand didn't lose momentum. If anything, it expanded its cultural footprint. Stussy's collaborations with Nike still hold weight, with certain collections keeping their resale value years later.
My personal favorite is the Stussy x Nike Air Zoom Spiridon Caged 2 in the "Fossil" colorway. It's been on my wishlist since 2020, and unfortunately for my wallet, the resale price still sits anywhere from $500 to $1,500 brand new.
Four decades in, Stussy remains a streetwear staple. Between their global flagships and the traveling outlet that pops up a few times a year, the brand continues to evolve without losing its roots. At this point, Stussy isn't just a label. It's a legacy that keeps proving why the name deserves to be said correctly.
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