About Us
Stüssy — The Original International Stussy Tribe
It started with a signature. In the early 1980s, in the heart of the California surf community, Shawn Stüssy began hand-drawing his now-iconic surname on the surfboards he shaped. What began as a simple mark of craftsmanship quickly became a symbol of an emerging attitude, adopted by fellow surfers and skaters who recognized something authentic.
That signature, scrawled with a fat marker, was the seed. When Shawn started printing his logo on graphic t-shirts and selling them from the trunk of his car, he unknowingly laid the foundation for an entire culture. Stüssy wasn't just a clothing company; it was the first tribe.
In a world of preppy logos and mass-market fashion, Stüssy stood apart. We drew inspiration from the raw energy of the streets—from the DIY spirit of punk rock to the nascent sounds of hip-hop, from the sun-bleached concrete of skate parks to the rebellious glide of the board. Our designs were a remix of high and low, of luxury and leisure, always with an edge of irreverence. We weren't just making clothes; we were creating a uniform for a new generation of creators, thinkers, and outsiders.
The International Stüssy Tribe
The brand's organic spread was unprecedented. From the beaches of Laguna to the clubs of London and Tokyo, a global community formed. This was the birth of the "International Stüssy Tribe" (I.S.T.), a network of artists, DJs, designers, and influencers who embodied the brand's forward-thinking spirit. We championed collaboration and connection, proving that style had no borders. This tribe mentality remains the core of our DNA—a belief in the power of shared ideas and a collective identity.
Over four decades later, Stüssy’s influence is undeniable. We are widely credited as the blueprint for the modern streetwear landscape. Yet, despite our growth, we have never lost sight of our roots. The scrawled signature is still our North Star, a constant reminder of the authenticity and individuality on which we were built.
Today, we continue to evolve, guided by the same principles that Shawn instilled: quality, consistency, and a relentless curiosity. Each collection builds on our rich archive while looking firmly to the future. We remain dedicated to our community, to the I.S.T., and to providing the staples and statements that define the culture.
Stüssy is more than a brand. It's a mindset. It always has been.
The International Stüssy Tribe. Since 1980.
