Stüssy Subverts So-Cal Surfer Roots in Spring 2020 Campaign

A surreal sun-stained fever dream.

Fashion
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After unveiling its pre-Spring 2020 lookbook two weeks ago, Stüssy is already back with a brand new campaign, this time in the form of a video that nods to its Southern Californian surfer roots.

Lensed by Colin Dodgson, the video imagines vibrant pop colors against the backdrop of a hazy sun-stained beach. Minimally styling classic Stüssy pieces like sunglasses and caps, the video sees a cast dressed in medieval attire, including two knights in gleaming silver armor that end up jousting in the end. The video sets the stage for “a surreal equestrian duel” doused in a “sand-in-the-toes fever dream.” Apart from some colorful Stüssy flags seen in the campaign, a big orange surfboard also appears, paying homage to the origins of the global imprint.

Scroll above for a look at Stüssy’s Spring 2020 video campaign directed by Colin Dodgson. The Spring 2020 collection will be available on February 7, 1 p.m. EST.

In case you missed it, UNDEFEATED has showcased bold prints in its new Spring 2020 lookbook.

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