Stüssy, often referred to as the “mother of all streetwear brands,” has a story that is deeply rooted in Californian culture. The brand was founded in 1980 by Shawn Stüssy and has had a profound impact on the global streetwear scene ever since.

Shawn Stüssy began his career as a surfboard shaper in the late 1970s in Laguna Beach, California. Stüssy's signature, which ultimately became the brand's iconic logo, was originally just a signature that he engraved on his handmade surfboards. The logo, a mix of punk, new wave and hip-hop aesthetics, quickly became synonymous with casual Californian surfing culture.

The first Stüssy product that had no direct connection to surfing was a baseball cap with the logo, which Stüssy created in 1980. T-shirts, shorts and hoodies were added shortly after. What initially began as a side business quickly became a full-time job.

In the early 90s, Stüssy expanded its influence beyond Californian borders and became an internationally recognized streetwear brand. With the founding of the “International Stüssy Tribe” in 1990, a group of creatives, musicians and artists from cities such as New York, London and Tokyo, Stüssy became a global phenomenon. The members of the Stüssy Tribe carried the brand in their respective cities, which helped to make Stüssy a global name.

In the mid-90s, Shawn Stüssy resigned and Frank Sinatra Jr. (no connection to the famous singer) took over the management. Under his leadership, Stüssy remained true to its core identity and continued to evolve to remain relevant.

To this day, Stüssy has maintained its position as a leading label in the streetwear scene. It has carried out collaborations with high-end designers such as Comme des Garçons and Dior, as well as sportswear brands such as Nike and Adidas. In doing so, Stüssy has repeatedly demonstrated his influence and ability to assert himself in various areas of the fashion industry.

Stüssy remains relevant not only because of his designs and collaborations, but also because of his ability to reflect and influence the culture of youth, music and art. It remains a major label supported by musicians, artists and streetwear enthusiasts around the world.

Today, more than 40 years after its founding, Stüssy is still at the forefront of the streetwear industry, a testament to the timelessness of its design and culture. It embodies the Californian lifestyle, but at the same time is a global phenomenon that always brings new and fresh ideas to the world of fashion. In an industry that is constantly changing, this is a true masterpiece.