my favourite fashion brand

Stussy was founded in 1980 and since then has consistently prospered gaining the reputation, from many consumers including myself included, as today’s leading streetwear brand. The founder, Shawn Stussy aged only 24 initially aligned his brand with the rise of rap culture, curating clothing that was designed to be worn for rappers as they performed on stage. I admire Stussy’s longevity, continuing to stay mainstream by following trends whilst staying loyal to its roots resulting in affordable up to date versatile pieces. Recently Stussy has made a resurgence, gaining traction through social media, specifically Tiktok, in which users produce outfit clips featuring the brand or videos showing recent Stussy purchases influencing viewers to do the same. Over the years, the brand has fluctuated in popularity facing competition in the mid 90s from an influx of flashy new streetwear brands such as Avirex leading Shawn to sell his stake to Frank Sinatra, his co-founder. Despite Stussy’s departure, consumers have remained loyal to the brand supporting it as Stussy makes notable advancements towards becoming more sustainable. This is illustrated through ethically conscious and financially profitable/marketable collaborations with major brands such as Our Legacy and Nike. Conscious consumerism has gained lots of popularity recently making it now a business imperative for clothing brands to incorporate sustainability into their collections and I think Stussy did this in a way that was on brand and well executed. Overall, I believe Stussy redefined the ideology of casual wear paving the way for other brands to follow which I believe to be a notable success.