As Stussy surges forward for its 30th anniversary “XXX” collection, the brand unveils what is arguably its strongest roster of collaborators with Group 2. The involved parties include some heavyweight Japanese brands such as Bounty Hunter and Neighborhood, the venerable Supreme, the Australian brand PAM, artist CLAW and two retailers, The Hideout and SlamJam. In addition, we conducted a short Q+A with one of Stussy’s creative forces, Paul Mittleman. Group 2 of Stussy’s 30th Anniversary XXX collection will release on Saturday March 20th at Stussy.com as well as Stussy Chapter Stores around the world.
Interview with Paul Mittleman
From an anniversary standpoint, what does the 30th anniversary represent?
This anniversary is a wonderful mark in time. A juncture to look back and forward, while living, working and creating in the ever fleeting and changing present.
How does the XXX T-shirt project differ from say the 2006 World Tour project, which followed a similar route?
The World Tour was a study of Difference and repetition. It was a more formal curatorial work investigating design, gesture, marks and inspiration. The XXX T-shirt project was framed under the guise relations. It was a celebration of friends and family. Some new, some old, some creators and some shops, but all close. Also, we wanted to explore the work of women in this series their voice and perspective accenting our ever-blossoming Stussy Women’s collection.
Having had the good fortune of being involved in so many collaborations over the years, how does Stussy continually try to push the envelope?
We just keep communication and dialogues open; we have lots of friends and the wonderful opportunity to let our brand resonate with other languages, inspiration and unfolding conversations.
Has Stussy required re-visiting the concept of collaboration due to the proliferation of the concept over the last few years?
We just look at every collaboration as an interesting opportunity. They all have different possibilities and expectations.
Aside from the XXX t-shirt project, how far in advance did you begin the planning process for all the various collaborations for the 30th anniversary?
Around 12 months is a good benchmark, it really depends on the project.
When it came to choosing the participants for the t-shirt project this time around, what common bond does each personality and brand share? Were there a certain criteria?
The criteria were people we have worked with or have a friendship with. It was about honesty and respect.
Was there a particular overview provided to each designer to ensure a general theme?
Not really, we wanted them to have fun; it was there turn to make us a birthday card.
Is there method or reason behind the groupings?
The groupings were pretty organic, time and space had a few factors.
Stussy’s relevance looks to extend well beyond its 30th anniversary. What would you say is the reason behind its longevity and what directions can the brand look to explore in the coming years?
We will explore timely ideas continuing to look back and forwards. Investigating equilibriums of creativity and commerce that will keep us modern and fresh until 2040.
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