Stüssy has remained true to its So-Cal roots, dreaming up easy to wear, from the beach-to-the-street apparel and accessories to help you keep that good vibe going. Always true to its founding philosophies, the brand has been embraced by skaters, punks, and surfers the world over since its inception, which has only reinforced the credibility of the brand.
Stüssy was founded in 1980 by Shaun Stüssy in California, beginning a story that would borrow and respect elements of reggae, punk, and new wave music, over a strictly surf-inspired visual. Leaving his autograph on skateboards grew the renowned Stüssy logo we see today, a trademark that is unchanged to this day. In 1984, Stüssy moved into apparel production and design, becoming the first fashion brand to mark caps not with sports team emblems, but emblazoned with the brand’s logo itself.
Stüssy held on to success, continuing to grow through the 80s and early-mid 90s, and entering mainstream success without ever selling out. It is this that is the brand’s largest selling point – it is truly a brand faithful to its founding values of fusing surf, skate and music visuals with little regard for anything that would require applying a wider lens than that. Stüssy is a frontrunner in the establishment of what is now known as streetwear, or the streetwear aesthetic. Without Stüssy, it is hard to imagine streetwear being the enriched place it is in the current day.
Stüssy has always looked good, and continues to do so. Using fashion photographers like Juergen Teller and Mario Sorrenti for the brand’s campaigns in the past, Stüssy has its rightful place of respect in fashion, without needing to sacrifice its overall vibe. Hip-hop would come to inform the image of Stüssy as the genre grew in the early days – Stüssy used lyrics by Rakim on one of the brand’s collection. Now, Stüssy is at its height, more popular than ever, and that is not because the brand has pandered to the masses or to wholesalers. It is because Stüssy is a brand that chooses carefully where, and how, it represents itself, which allows the aesthetic to thrive, and invites new lovers of the brand to learn about its unique approach – something that keeps a lover of the brand a lover forever.
At General Pants, we are proud to have the brand on board, and we have a strong, wide selection of Stüssy garments and accessories. Across womenswear and menswear, we are absolutely serious about representing Stüssy in the way that it should be, and bringing the brand to an audience that understands the important of surf and skate and its impact on how people dress in 2019. Stussy is a powerful cultural phenomenon that is here to stay, long beyond the now.