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The creation of Surfboards
Shawn started shaping his surfboards at 13 years old with bold graphics and graffiti-style logos. These designs, marked by Stussy's unique touch with a black marker, resonated deeply with surfers and skaters in the area. He created surfboards that combined unique shapes, combining elements from reggae tying it all for surf culture. His approach was for surfing with an artistic flair, leading his signature on the boards.
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The growth of Stussy
Shawn Stussy's shift from surfboards to apparel in 1984 marked a game-changer. With impressive growth, the brand hit $20 million in revenue by 1992! Even after he stepped away in 1996, his legacy didn't fade. In fact, his original designs still resonate and inspire contemporary fashion.
https://vintageclothingguides.com/business-of-fashion/who-owns-stussy/ -
The Founder of Stussy
In 1980, Shawn Stussy was the founder of the company in Laguna Beach, California. Born in 1954, The California local Shawn Stussy had garnered a reputation as a skillful shaper of boards. This would serve as the foundation of the Stussy brand. This logo would later evolve into a symbol of the brand's apparel. Shawn Stussy said, “It had turned into something that I was never looking for,"
https://blog.thehipstore.co.uk/how-stussy-became-the-godfathers-of-streetwear/ -
The first store in Prince Street, New York
At 1991 Stussy's the time wasn’t easy James Jebbia was trying to sell it at Union and wasn’t enough to convince Stussy to agree, until Paul Mittleman gave the nod and brought Shawn to the store to see it for himself in person. He finally agreed, and James Jebbia would go on to help open the first Stussy store in Prince Street, New York in 1991. This expanded the store more into the streetwear culture. https://blog.thehipstore.co.uk/how-stussy-became-the-godfathers-of-streetwear/ -
The Product
Shawn Stussy went into partnership with accountant Frank Sinatra Jr. On a new apparel line using Stussy’s name. The brand was the first to make caps marked with branding for fashion, not for sports teams. This idea came from kids who wore white painter’s caps. Stussy re-worked them with his own graphics and color schemes. This collaboration allowed Stussy to grow beyond just surfboards, but making by waves in the streetwear scene. thehipstore.co.uk/how-stussy-became-the-godfathers-of-streetwear -
The 8 Ball symbol
This big symbol that’s been part of the brands heritage since the 90s. The 8 ball is bold and full in American identity which made it a flawless icon for Shawn Stussy when designing his early graphic tees. Over the years the 8 ball has appeared on everything from beanies to hoodies, candles and as features in the brands campaigns. The 8 ball has meanings of luck, destiny, and personal identity. He wanted to connect the 8 ball's values with self-expression.
blog.thehipstore.co.uk -
The Upset in 1996
The label's decline was punctuated by Shawn Stussy resigning as the company's president in January 1996, citing the desire to spend more time with his wife and son in Hawaii, saying it was "not a hostile thing." His departure precipitated the company's worst performing year ever. That was the lowest point in Stussy’s history, The company’s revenue had been reported at $35 million the previous year and in 1996 it sank to $21 million.
www.businessoffashion.com -
David Sinatra (CEO of Stussy)
Stussy's currently owned by a passionate management team, with CEO David Sinatra with leading charge in 2005 and to this day. He's all about keeping the brand fresh while honoring its surf culture roots. The estimated number of employees of 200. https://surfd.com/2021/10/company-profile-stussy/ -
Stussy's 2014 growth
The Stussy's streetwear industry had around $75 billion in 2014, that was half the size of the $150 billion market for sportswear apparel. Nick Bower resigned in 2014 as Stussy’s head of design, and helped create new and creative designs for the company. Stussy has released collaborations with Union Los Angeles, Japanese labels Mastermind and Sophnet, London design studio La Boca and Santa Monica skateboard shop Rip City Skates.
www.businessoffashion.com -
The design challenge
The brand had to adapt to changing design trends such as incorporating natural earth tones and flashy prints while maintaining the durability for their workwear collection. Some styles were Spanning corduroy button-down shirts, striped cardigans, vintage-esque rugby shirts, chore coats, mohair knitwear, fleece zip-ups, lightly brushed flannels and graphic T-shirts. https://hypebeast.com/2020/9/stussy-fall-2020-lookbook -
The Collaboration with Nike
The Stussy x Nike collaboration includes the LD-1000 shoe, which is set to release on July 12, 2024. This collection features two new colorways: Action Green and Phantom. Each sneaker will feature a woven mesh upper, with suede panels adding texture. The Swoosh, and Stussy branding will be on the tongue and heel. Ever since 2020 Nike and Stussy have amped up their releases, with at least two collections releasing each year. justfreshkicks.com/stussy-nike-ld-1000-fall-2024-pack/ -
2025 Fashion trend of Stussy
In today fashion trends like Stussy have taken over the world as its popular streetwear style, dating back when Shawn Stussy first engraved his signature to his surfboard. The Stussy hoodie remains a symbol of contemporary style, and the latest trends around it are shaping how people wear and style their hoodies this year. Vintage fashion continues to be a major influence on the streetwear scene in 2025
/anotherlitttlething.onlineinfatuation.com/stussy-hoodie-trends-whats-hot-in-2025/ -
Stussy's marketing strategy
One of the most important elements of Stussy’s marketing strategy is their ability to generate fizzling limited quantity of product releases. This strategy is known as the ‘drop’ phenomenon. This has proven to be highly successful in creating excitement and demand among their loyal fan bases. Stussy has propelled to global success in the streetwear industry. By leveraging collaborations, limited editions, and online drops. https://www.latterly.org/stussy-marketing-strategy/ -
The 2025 summer apparal launch
The company applies a casual hand to classic silhouettes, with Boxy t-shirts arrive in military camouflage or washed solids, worn loose over utility shorts or baggy denim. Hawaiian prints and leopard-patterned trousers share space in the same frame, worn confidently and without hierarchy. All of these silhouettes will launch globally on May 9 at 10AM. The company now will focus on a casual yet versatile dressing. https://www.designscene.net/2025/05/stussy-summer-2025.html -
Stussy stores across the country
Stussy has stores open at multiple locations across countries like Japan, Singapore, Italy, and the Philippines. Many people come visit and buy products from Stussy. Since they have heard about on social media, and the amazing design/quality behind the iconic creator Shawn Stussy.
https://www.highsnobiety.com/p/stussy-brand-impact-2024/