Shawn Stussy just threw down on a Stussy Bearbrick. Admitted the Stussy Bearbrick looks pretty lame. Imagine if you set up your own company and you named after yourself because you signed all your work. Over time your signature became the most valuable design asset of the company. Over time you decide that you want to take some of your hard earned cash, take time out and do the stuff that you actually enjoy. You leave your business, having been bought out.
However, you then have the problem of seeing your name plastered over absolute tat.
Welcome to Shawn Stussy’s world. They guy invented streetwear as we know it. He mixed American classics like the oxford cotton button down, denim and t-shirts together. On top of that he added American workwear beloved of surfers. Shawn also got Japan and what they could bring to the table back when everyone else was just thinking about Sony.
And then the copy and paste aspects of punk culture. There is a reason why Stussy designs come off like old school fanzines. They both come from a common cultural route. The backward SS was a homage to Chanel. The repeating pattern a nod to the luxury brands from Gucci and Louis Vuitton to MCM.
Supreme, Palace, Neighborhood, Off-White all are following in his footsteps.
I am a big Stussy fan and it is a rare season where I don’t buy something from their collection. It is hard to keep banging out new streetwear, season after season, even when you’re delving into an archive like Stussy has. But some of the stuff ends up being pretty ropey and I sympathise with Shawn Stussy’s predicament. Which is why I look forward to seeing what his long-awaited new venture S-Double Studios will come out of the trap with. More on luxury here.