STUSSY has established a solid position as a street fashion staple and continues to draw attention through collaborations with high-end brands like Dior and Junya Watanabe. Among its many symbols, the "STOCK LOGO" stands as the brand's most definitive icon.
Origins of the "STOCK LOGO"
The logo originated when the brand's founder, Shawn STUSSY, hand-signed his own custom-made surfboards. This signature gained popularity and was eventually printed on T-shirts, establishing it as the official brand logo. This unique typography is also known as the "Shawn Font" and remains the symbolic design of the brand today.
The Rising Popularity of "OLD STUSSY"
Items from the 1980s and 90s are referred to as "OLD STUSSY," and their popularity has surged over the last five years. Early "Made in USA" pieces with black tags often command premium prices, and it is not uncommon for items from the 90s and early 2000s to trade at two to three times their original value. This trend is driven by the 90s street style revival and the unique appeal of vintage graphics that cannot be found in current lineups.
From Past Struggles to Modern Rebranding
After Shawn STUSSY left the company in 1996, the brand went through a period of mass-marketing that somewhat diluted its identity. However, in recent years, STUSSY has successfully rebranded by limiting production and focusing on designs that resonate with true fashion enthusiasts. By bridging the gap between street culture and luxury fashion (as seen in recent major collaborations), STUSSY is once again leading the trends, with a style that echoes its golden era.
