There are very few surf brands in history that have achieved the status of Stussy.
Since the brands inception in the early 80’s, as a logo for Shawn Stussy’s homemade surfboards, it has followed a path unlike any other surf brand I can think of.
Surf wear is usually exclusively worn by surfers. Stussy bucked the trend and throughout the 80s, 90s and 00s the iconic, graffiti influenced scrawled logo was embraced by skaters, hip hop musicians, punks, and other urban subcultures.
Stussy crossed boundaries between underground, youth dominated scenes. Limited production and distribution only served to increase the mystic and demand for the garments. The fact that Stussy clothing appeared on numerous cross culture magazine covers is testament to how far it became imbedded in the fashion industry.
To this day, image conscious people keep an eye out for the Stussy logo, looking to purchase new premium clothing from the latest catalog, or alternatively expensive vintage pieces from specialist shops.
Table of Contents
History of Stussy
When was the company founded?
Stussy was founded in the 1980s.
Where was it founded?
Stussy was founded in Laguna Beach, California USA.
Stussy was created due to the surfwear trend originating in Orange County, California.
Important milestones in the company’s history
1984: Stussy and his friend, Frank Sinatra Jr. (no relation to the singer), partnered to sell the apparel
1988-1990: The company expanded in to Europe, opened a boutique in SoHo New York, and unveiled multiple other locations throughout the early 90s.
1991: Revenues reached $17 million
1996: Stussy resigned as president and Sinatra bought out his share of the company holdings, with the Sinatra family still owning the brand as of 2017.
2020: Matthew M. Williams announced a new partnership with the brand for denim products.
2021: Marvel paired up with Stüssy for an extensive line split between two “sets.” The first, published on April 27, featured nine T-shirt designs depicting several of the comic’s most popular superheroes combined with Stüssy’s renowned graphic language.
Any other important people who contributed to success?
Frank Sinatra, Jr. – partner of Shawn Stussy in 1984.
Company mission, vision and values
What does the company believe in?
Core Values: Quality clothing, radical graphics, and international community dedicated to representing the brand.