Shawn Stüssy of his namesake brand
Laidback / free-spirited / minimalism
Origin: California, USA
The surfboard creator that turned that streetwear world upside down
Shawn Stüssy began creating surfboards that combined specific performance shapes in the early 1980s, in his hometown in California. With the implementation of unique graphic hand-styles and specific elements from the reggae, punk, and new wave music era. His recognizable signature pays homage to both graffiti hand styles, used for teens to tag themselves around the neighbourhood, and his uncle- Jan Frederick Stussy, who was an abstract painter. The reason behind his signature was to distinguish himself from other competitors which later on helped become the emblem for the brand.
“Take your time, do not take the first money coming your way without consideration of the consequences, build one strong cornerstone for your foundation”
As Shawn focused on his individuality within the market, he noticed that it wasn’t bringing in any benefits to his sales. One way to change that problem was by starting a clothing line, as a supplement to his surfboards- which was a standard move to bring in more revenue. The brand's popularity skyrocketed during the 80s and 90s and its focus shifted towards a more minimalistic brand in which there was room for self-expression. After a recognizable increase in attention for the brand, Shawn opened his flagship store in New York, along with other expansions in Europe in the 1990s.
