Stussy history and all tags
The entire post will be divided into several topics.
- How did Stussy originate?
- Where to buy new and used Stussy?
- Histories of all Stussy tags divided by production years
- Overview of all Stussy tags throughout history
How did Stussy originate?
Stussy is a cult clothing brand, founded in 1980 by Shawn Stussy in California, USA. The brand gained immense popularity in the 80s and 90s thanks to its unique designs and style, which combined elements of surfing, skateboarding, and hip-hop culture. Shawn Stussy began hand-painting surfing boards in his garage at the age of 13 with a distinctive logo reminiscent of his signature. His recognizable signature paid homage to both graffiti style and his uncle - abstract painter Jan Frederick Stussy. Shawn worked hard, and his board creations were so well-received that he was noticed by a surfing board manufacturer at the age of 15. After completing high school, he led a free and quiet life. Shawn's parents were the founders of a printing company where he could learn the basics of screen printing in his spare time. Creating clothing was purely accidental - it all started from Shawn's love for surfing.
Shawn continued to create surfboards all the time - he had a significant impact in this industry. At the age of 24, in 1979, he decided to open a surf shop in Laguna Beach. Over time, new items such as clothing were added to the store's offerings. Shawn took orders for t-shirts and hoodies. Then he started producing Bermuda shorts, as explained by WWD: "A few of my buddies and I used to go to surplus army and navy stores, buy size 40 khaki pants, and cut them off to the knees. Everyone said, 'These are great!' so we started making them. My mom made a pattern out of them. We started taking orders." Frank Sinatra Jr. helped him create and pack orders, seeing more potential in this business than Shawn did. They surfed together as teenagers, but now Sinatra was an accountant and had business knowledge that Stussy lacked. Sinatra convinced Stussy that his emerging clothing company was very promising and offered to invest $5,000 to become his official partner. In 1983, they joined forces and in 1984 founded Stussy Inc., where Stussy was in charge of design, and Sinatra took over business duties. On March 27, 1986, the company registered the Stussy trademark in the United States.
The Stussy strategy proved to be so effective that in 1987 the company moved to a 4,000-square-foot office in Irvine, California, while Shawn Stussy also ran a design studio in the garage of his home in Laguna Niguel. In 1988, the company introduced its clothing line to the European market, where it immediately found success. By the end of the 1980s, the company was generating annual revenues of around $5 million. Its clothing was available not only in local surf shops but also in exclusive boutiques in New York, England, Australia, and Japan. Shawn Stussy, gaining increasing recognition as a designer, traveled around the world, forging connections with trendsetters and garnering fans for his brand.
Shawn Stussy and Sinatra decided to resist the temptation to increase production or license the Stussy brand for various products. The partners, uninterested in quick profit, chose a strategy of long-term profitability through limited growth and never fully satisfying the demand for Stussy products. This way, Stussy products were not available everywhere and retained freshness for customers. Besides business arguments, it was also a matter of lifestyle. As Shawn Stussy explained in an interview with the Los Angeles Times: "We don't feel like expanding or opening new accounts. We believe we can continue operations for many years, sleep peacefully at night, enjoy raising our children, and not worry about sacrificing our business. You have to look back 10 or 20 years, and no one in America does that. People just want money now. They seek instant gratification. But then they burn out, especially in the fashion industry."
As the clothing industry developed, the surfboard business gradually lost significance and was eventually handed over to a licensee who operated on a smaller scale. About twenty surfboards were produced each month, with their retail price significantly differing from other high-quality surfboards - this was in line with the exclusive approach Stussy used in marketing its clothing products. Shawn Stussy continued to spend his free time shaping boards for himself and his friends, gaining fame for incorporating business trips.
Stussy, Inc.'s annual revenues hovered around $35 million, which seemed stable and satisfying for both Shawn Stussy and Sinatra. However, by the end of 1995, rumors began circulating that Stussy was considering leaving the company bearing his name. In January 1996, this became official when he resigned from the position of company president, although he agreed to remain a consultant. There was no apparent bitterness associated with his departure. As Sinatra told the press: "It's not a hostile move," further explaining that Stussy "wanted to enjoy life and free himself from the pressure of daily business operations." Despite plans to spend more time in Hawaii with his family, Shawn Stussy remained a consultant for Stussy, Inc. and planned to continue running boutiques in New York and Los Angeles. Sinatra then bought out his partner's shares.
Sinatra planned to run Stussy in the same way, but observers questioned whether the company could maintain its edge without the involvement of the original designer. Nevertheless, the brand was firmly rooted in the market, and Stussy still held its place in the fashion world, generating annual revenues of around $35 million. The company continued to avoid traditional marketing and promotion, although in 2000 it decided to sponsor a few skateboarders for the first time to strengthen its brand. Meanwhile, Stussy women's clothing began to gain importance as more women chose products originally targeted at men aged 20 to 30. As a result, Stussy introduced a full women's collection for fall 2001, designed by Pauline Takahashi, a Los Angeles-born designer who previously created collections under her own brand for foreign retail sellers. The new collection was "more fashionable" than Stussy's men's streetwear, according to a company spokesperson.
Also in 2001, rumors surfaced that Sinatra was considering selling the company, with a potential buyer being the Italian clothing company Diesel Jeans SpA. Diesel, with annual revenues ten times higher than Stussy's, was interested in acquisitions to accelerate its growth. Renzo Rosso, owner and CEO of Diesel, expressed a preference for owning brands rather than licensing them. Speculation about the sale was fueled by Sinatra, who, despite rare trips, traveled to Italy to meet with Diesel executives. Hiring a former designer from Diesel and other actions were perceived by observers as preparation for a potential sale. It is uncertain whether Stussy was sold to Diesel, but ultimately Sinatra remained the owner of the brand, which after 20 years of existence still remains present in the global youth fashion.
Shawn also has a separate profile dedicated to Stussy. Occasionally, Shawn sells his samples or very hard-to-find designs at https://www.shawnvintage.com/
In 2022, a user of the Stussy Talk Worldwide group posted about one of the stores with OG Stussy items.
Around 1992, Dr. Jives captured a window display featuring Stussy Sista, Pullover Shell Jacket Stussy, dealer signs, and stickers, with an oversized Stussy Stock logo sticker made to order on the window (thanks to OG @shawnstussy). I'm wearing Stussy beach pants, a Ralph Lauren plaid shirt, a Foundation Super Co jacket, and leather Puma Clydes. Thanks OG @shawnstussy.
"That's how it started. I just turned 18 in 1987 when I opened my first store, Dr Jives, in Glasgow, Scotland. Originally, I sold hand-picked Vintage American Clothing, specializing in workwear, military, and denim apparel, which had a lasting, defining influence on my By 1989, I was a retail pioneer in the streetwear Culture and one of the OG Stussy stockists in the UK, buying from Chuckie B at M-Zone in London and Tony Coffey from Rollermania in I became the largest independent Stussy stockist in the UK, blending Streetwear with Heritage Brands and upscale menswear in the 90s and early 2000s. Exciting times building key components and layers that influenced many stores today. Further untold stories come from the official Dr. Jives Archive (1987-2004). Respect, Shawn Stussy"
Here are some of the most popular Instagram accounts associated with Stussy:
Where to buy new and used Stussy?
There are several places and sites to purchase used and new items from stussy, here are some examples:
- archivebyx.com
- stussy shop
- depop
- grailed
- vinted
- Facebook groups ( Stüssy Talk Worldwide or groups from your country)
- facebook marketplace
- stockx
History Stussy by tags:
The biggest Stussy collectors:
1. ABE HIROYUKI - Japan (probably the largest Stussy collector in the world)
Overview of all Stussy tags throughout its entire history:
T-shirts and sweatshirts:
Shirts:
Hats:
Jackets:
Sweatshirts and sweaters:
Pants:
