In an era where costly marketing schemes can over-stretch a brand’s budget, Stussy‘s DIY aesthetics and counterculture beliefs have made it a timeless mainstay in the realm of streetwear. Harnessing an international following since its inception in the ’80s, Stussy’s influences from surf, skate, hip-hop and club culture have made it synonymous to youth, catering for a myriad of identities under its iconic logo. Here, we learn more about the seminal imprint via a retro documentary from BBC 4’s The Look series. Through an in-depth interview with Shawn Stussy, the clip unveils the craze surrounding the brand’s early days — a fad caused by the right balance between availability and exclusivity — and how staying true to its organic roots has benefited Stussy in the long run. The documentary also compares Stussy with mainstream brands like Ralph Lauren and Chanel, in addition to providing some rare footage of archive staples like the International Stussy Tribe Varsity Jacket — a uniform piece representing Stussy’s rebellious motifs in subculture.
Join Our Discussions on Discord
The HYPEBEAST Discord Server is a community where conversations on cultural topics can be taken further.