Passion, Themes

Understand the dynamics of the network effect

Our passion

The core passion that drives and pushes Stüssy forward is simply creating an international community around the brand, which is made up mainly by surfers, skaters, musicians, DJs and artists with similar tastes. With Stüssy’s success came the opportunity to spread the Stüssy vibes all around the world. London, Paris, Los Angeles, New York, Tokyo – these were the cities considered to be the style capitals of the contemporary world. It swept the path for the idea of building a community around the brand in every big city which helped to shape the brand into an international streetwear label.

Themes

When I was looking at various websites, articles and videos which talked about Stüssy and its history, and when I went through Stüssy’s social media and website, I came across several themes that are part of the brand.

1. Surfing
2. Skateboarding
3. Art
4. Music
5. Fashion

Surfing

Stüssy has its roots in Laguna Beach, California where Shawn Stussy, the founder of the brand, was a local cult surfboard shaper. Everything has started when he decided to scrawl his surname on his surfboard with a broad tipped marker. He began using it as a logo on T-shirts, shorts and caps which he started selling around the beach. In these days, Stüssy as a surfwear brand was born.

Skateboarding

As the community of surfers is closely linked together with skaters, the brand was easily integrated into skaters’ lives. Stüssy has remained to be a well respected clothes brand around skaters’ communities.

Art

Stüssy has a lot to do with art. Graphic designers, graffiti artists, clothing designers and comic book artists have also participated on creating of that greatly respected brand. Other important names in the art culture works on advertising campaigns and new designs for their collections.

Music

Stüssy is largely influenced by punk, hip hop and rap music. In 70’s punk broke creative and aesthetic barriers, in 80’s rap did not only push social boundaries but as well explore the idea of remixing and sampling. These new ideas and territories created a new modern platform for fashion and cultural expression.

Fashion

Stüssy worked up from surfwear to high fashionable brand. Nowadays, they collaborate with No.1 streetwear brands, such as Patta, HUF, Carhartt, Nike and many others. Each of new collections are photographed by acclaimed photographers, for example new collection for 2002 was made by Terry Richardson.