The History of Stüssy

Stüssy is one of the most prolific names in streetwear. It's up there with the likes of Supreme and Bape. So, how did it get there? In this episode of Threaducation, we're going to be taking a look at how Shawn Stüssy's mission to launch a surfboard company accidentally and unexpectedly transformed into a mission to take over the fashion industry. We'll also discuss how the California-based brand eventually made it's way to New York City, and the help that Shawn received from future Supreme founder James Jebbia. This is an insanely fascinating story and and I'm so excited to share it with you. This is the history of Stüssy.
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Sources: docs.google.com/document/d/15...

[@Threaducation]

Hope you guys enjoy this one 🎱 also check out the Patreon for exclusive episodes: www.patreon.com/threaducation?utm..

[@user-ob9zo9cr4c]

for suree

[@WodiesDad]

I had that tri-color Red/Yellow/Green t shirt in High School. Loved it haha. Anyone remember Simple shoes?

[@zombl337og]

you should really do a JNCO episode. love that brand, and their huge legged pants are more than iconic and recognizable immidiately.

[@JAXARE99]

Stussy’s resurgence over the last 3-4 years has been great to see but also hurts when trying to genuinely purchase nice pieces that sell out instantaneously

[@rezalhakim-og9qb]

agree. it bleeds.

[@GoodSoup240]

Pandabuy my guy. Fuck resale

[@afroheaddudeful]

Wasn’t allowed into a shop because invite only in amsterdam. 🙃 i didnt even know they were selling stussy

[@wazsd]

Fucking yes

[@Chrisfrmzone6]

Over here in Japan stussy is still popular

[@capslock4959]

It’s still popular in a lot of places

[@squircled6274]

It’s still popular in NYC bc of the 8-ball fleece

[@said8437]

Popular in Germany too

[@TomyLoops]

its popular everywhere

[@sammydarko11]

Stussy never fell off imo

[@memelord3348]

This channel refuses to miss

[@Threaducation]

cant miss won't miss 😤

[@Litleakers]

i've literally watched every video on this channel keep up thee great work.

[@Threaducation]

thank u! lots more on the way for you to watch haha

[@ejr7155]

True story! This channel is fantastic for fashion! A reliable source

[@Litleakers]

@@ejr7155 big facts

[@beyondhere5952]

I’ve loved Stussy since ‘15 back when Supreme was the big thing. Until now, my love for Stussy is the reason I am into fashion and try making my own clothing brand.

[@mrshaneobuenosnodgrass3328]

We had on stussy back in 96. Also Mossimo, Jncos and AirWalk shoes.

[@beyondhere5952]

@@mrshaneobuenosnodgrass3328 its crazy how long stussy’s been rockin it i wasn’t even born on ‘96 lol i love it

[@mrshaneobuenosnodgrass3328]

​@beyondhere5952 keep up the good work and best of luck.

[@tanyaswart1833]

Yep, Stussy was the brand to have during my high school years during the early 90’s, especially amongst the surf/skater kids. Funny how those brands lose popularity, ending up at discount stores and looked down upon, then a 15-20 years later, BAM! Popular again. My 19 year old is acting like it’s some new brand pronouncing it wrong, not realizing I wore it in high school. Had to pull up this video to show him it’s a really old brand and how to pronounce it correctly. Ha ha.

[@butlayf-dy2sj]

lol laughs in Gen X

[@life_of_i_]

HipHop started in the 70’s so streetstyle/wear definitely was bubbling before because streetwear was apart of HipHop’s discipline from the jump. At least from the HipHop history perspective. Definitely tho stussy is a literal time capsule

[@balazs7235]

I think you could also do updates on certain designers you’ve done in the past. Virgil’s career is, as we know, is complete.

[@Threaducation]

def got some updates to do on different designers

[@balazs7235]

@@Threaducation Love it! Been here since a couple of thousand of subs and ever since then, I tune it with excitement to see who the next video is about!!

[@zombl337og]

Virgils death hit me super hard......i had just gotten hold of the fashion bug a couple years prior, and always had streetwear / skating roots, and just connected with his vision. Off-White and his Namesake works are still my favorite brands in the fashion scene to this day

[@LEVINJAMIRO]

The 90‘s are so reach on creative energy. Happy I join this train since then!

[@JustJaysArchive]

Just watched handful of the history’s of street wear brands from you and man can I say there were super insightful and just gave me such an amazing perspective to apply one to my own brand and two too respect these brands in a much deeper way thanks for these videos continue the amazing work!!

[@LCKYYLCN]

Another Threaducation banger‼️

[@burgerwashere]

I was waiting for it! Thanks so much!!

[@Rchelleeee]

Nice! I remember I requested this under a prior video. Thank you!

[@Threaducation]

you know I gotta deliver ! thanks for watching

[@piairprce2244]

We been waiting on this one 🎱

[@Threaducation]

really Stussy soldier

[@christianbryant2254]

Been waiting for this episode. Thank you 🤝🏾

[@Threaducation]

no thank you 🤝

[@Savii-Jo]

thanks for covering my favorite brand! W video, W channel ‼️🔥

[@Threaducation]

W comment

[@stephen-john1677]

Love this !

[@francescocesaroni8676]

🔥🔥🔥 video as always!

[@anthonyagudelo2161]

Lowkey need a vid on Cortiez, I’ve learned like 80% of my fashion knowledge from this channel keep it up 🙌🏼

[@Threaducation]

that's what I love to hear keeps me going!

[@fauzalfadhil]

Great content as always, keep it up 🔥

[@Threaducation]

thank u bro bro

[@Vett13]

The king has returned

[@skulleagletartat]

great job, very informative!

[@TahjDaniels]

My favorite streetwear. Loved the Dior collaboration too.

[@kyronthebest]

This the one we needed

[@Threaducation]

yessir

[@gabeneedschrist]

Love the content!! Would love to see a video on Kapital global, palm angels, stone island etc

[@remcodierickx157]

I have watched every single video on this channel some I have watched multiple times. You made me fall in love with fashion and sneakers. I’m from Antwerp Belgium so if I can help you in any capacity with footage or translations just say the word.

[@Threaducation]

means the world to hear that, thank you! lots more coming

[@khephrapakeera9447]

You should do Erik Brunetti of FUCT another streetwear legend who is not talked about enough, great video keep up the great work 🙏🏾💯

[@crikey1mate]

That logo is just so cool

[@kevins7627]

I didn't know Christine Bale started stussy.

[@Threaducation]

little known fact

[@AHeady]

😂

[@WRT2004]

I’ve still got a real old school stussy tie dyed t shirt somewhere it was so cool back in the day.

[@thejoeydigitalexperience1000]

Super Awesome Video!! Thank you so much for the insight, inspiration and also for sharing!! Regards!!! -THE EXP !

[@Threaducation]

thank you EXP, appreciate you

[@Tonybologne805]

The only Stussy shirt I have is a single stitch, sold a kid the other for $15 which was a single stitch as well. Thrifting since my adolescence and those were the only two I found. That just showed me that for the last 15 years people have been reluctant to let go of their Stussy

[@tomhague1]

7:31 t-shirts are now £45 + and hoodies are £130 - £140. Not exactly affordable to everyone now

[@MiggyDmigaso]

Great video

[@Threaducation]

thank u!

[@travisramirez]

Love your videos. I think you need to take a step back and explore freshjive, the first true Streetwear brand that had messaging.

[@Whodnl]

Stussy 8 ball fleece soldiers stand up. Threaducation uploaded a banger

[@Threaducation]

🎱 yes sir

[@michaelemonds]

I've been wearing a Stüssy silver ring for 30 years.

[@user-no8fy9ly8b]

WAKE UP BBY THREADUCATION DROPPED NEW HEAT

[@Threaducation]

loool

[@Teenagespirit-pu8uz]

Do supreme next threaducation 😭

[@Threaducation]

but that's gonna be like a 2 hour video haha

[@Teenagespirit-pu8uz]

@@Threaducation aight cool dawg your videos inspire me keep making them 🐐

[@2manyxanax]

my city of santa ana california has a stussy store in downtown 4 st, all the workers have been chill since i was 14, turning 20 this year

[@babykozi]

Amazing episode bro 🎱✨

[@Threaducation]

thank you as always my bro

[@sage8401]

🗣️BANGER ALERT

[@Threaducation]

thats all I know 😤

[@carlossapon6077]

LOVE YOUR CHANEL ♥ Please do a Missoni or Bottega Venetta

[@Threaducation]

THANK YOU also already did Bottega go watch!

[@sierrali9261]

Love this channel, can we get an episode on DapperDan

[@Threaducation]

yes

[@lostcapital2591]

Hell yeahhhh

[@Thouxanbanzay]

Your videos are beautiful

[@Threaducation]

no u are 💛

[@london8615]

Need a video on Skepta 🇬🇧

[@alejandrolanglade154]

You should make an episode on Haider Ackerman.

[@1xamilo]

make a video on takahiro!

[@achilles.zeal.]

My first piece of Stussy was back in 1997 when I picked up a cap with a 🎱 on it. It may have been among the first few articles of clothing during the transition to when I started dressing myself. This video made me want to pick something up to celebrate the brand. Great piece!

[@butlayf-dy2sj]

gen X were doing it before you

[@Max-sj6em]

can you please do a video on heron preston

[@AlotofInk]

Do a video on Ron poisson and cult of individuality

[@seedbed___music]

Please do history of Number (N)ine and Takahiro Miyashita 🙏

[@Threaducation]

yes and yes

[@london8615]

need a video on CRTZ/Corteiz

[@Threaducation]

👀

[@LilRello607]

can you please make a style evolution video on Lil wayne ,Future, or Lil Durk i personally feel like those could be good episodes

[@alphadream953]

can u do a video on 555 soul

[@AssistHype]

Can we get a Tom Ford episode in the future?

[@Threaducation]

yes definitely

[@AssistHype]

Looking forward to it! Your videos are amazing, keep up the good work!

[@chardelraconner7324]

mochardelra kinect placement without adjust to zip

[@zahosoo]

Do a style evolution on Ken carson

[@alvinmasta5267]

When's the North Face video coming out?

[@Threaducation]

don't have one planned but that could be a cool one, talking about collabs and stuff

[@jamescruz8678]

we in here getting that stussy

[@yessboydd9927]

Do BB Simon mate please !

[@sippsyrupp970]

🔥🔥🔥🔥

[@mingingg]

Can you do an episode on SSSU? (Sasu Kauppi) a very mysterious person in the fashion realm and he has worked with Kanye West

[@Threaducation]

not too familiar but can always look into it!

[@Desmond1of1]

What about Fiorucci?

[@baby.nay.]

Last thing I bought from stussy this year I had to return the quality was so bad . I ordered a zip up Sherpa , it was kinda expensive and it wasn’t even lined , sooo fucking itchy I was kinda appalled for the price

[@dallashanson_]

What about Maurice Malone, Phat Farm, Sean Jean, and Fubu. Are those brands not at the genesis of streetwear?

[@butlayf-dy2sj]

Are you for real ? LOL ! It was ALREADY FVCKING MAINSTREAM B E F O R E THEY WERE F O U N D E D ?

[@h.empress1805]

Can you do FTP for your next video?

[@seanfernandez5735]

Been down with anything Shawn S Double and Stussy(since 1988 Shawn era)....But still rock it every now n then...N probably forever.. 😂...✌🏽✊🏽👍🏽

[@chardelraconner7324]

facing not the direction

[@nobody-bt7mu]

There's a duplicate part at around 3:27

[@Threaducation]

thanks, think I fixed it but it might skip a bit now

[@pincheark]

Make a supreme vid bro

[@Threaducation]

soon - but it's gotta be a master piece!

[@Imdimpey]

Do a deep dive on willi smith

[@kellyjam]

Supreme when?

[@moodxlens]

cortiez please

[@444soap]

reupload?

[@Threaducation]

nope, but I did have to edit a snip out because it accidentally repeated a section

[@cristianduque3421]

I fuckin love Stussy

[@zachpowell5886]

Pink Dolphin episode?

[@Threaducation]

ooo interesting thats a throwback

[@zachpowell5886]

@@Threaducation yeh they’re still active but a rise and fall of Pink Dolphin episode would be fire

[@zachpowell5886]

Same with LRG

[@erickcash4363]

🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🎱🎱🎱🎱🎱🎱🎱🎱🎱🎱

[@stuxys3228]

thought that was christian bale in the thumbnail 😭

[@Threaducation]

looool I see it now

[@takareon]

SO IS IT S2-C? OR STUH-C?!!! WHICH IS IT??!!

[@MetalGameReviewTH]

Bro thumbnail looks like John Mayer😂

[@staycompassionate3811]

First??? What happened to Karl Kani

[@camerondouse6049]

Can you make a video on the history of our Legacy & palace

[@butlayf-dy2sj]

Imitators of All OUR CHIT ?

[@DemonicPotatoil]

Henry Alexander levy

[@BlackcardB]

Do Don C

[@chardelraconner7324]

cowabunga

[@andis2595]

crazy that the dude is not german because of the "ü"

[@martyrx3436]

I’d argue that streetwear most definitely existed before Stussy. A brand specifically catered towards that audience may have not existed (although I’d argue that Willi Smith’s work was catered towards that audience), but streetwear did exist. NY rappers wearing Adidas tracksuits and Superstars, Timbaland boots, gold chains, and AF1s. LA rappers wearing Raiders jerseys, Cortez’s, check shirts, and fitted caps. That’s all streetwear. Don’t put all the credit on this one white guy. Streetwear existed in the Black communities in the East South, and West for years…

[@dongmingim]

Looks so urban.

[@Beansmag]

If your doing a trade show, and your “dabbling” into clothing, how tf are you bringing 1000 t shirts worth of stock. Was he printing them there at the trade show? Even then how are you bringing 1000 t shirts if you’ve never sold any before. Not hating genuine question.

[@liammcdaid9110]

That’s a very fair question.

[@london8615]

He looks like Christian Bale

[@chardelraconner7324]

whomm Fiji Polter

[@chardelraconner7324]

fyi - peep

[@mfhouston3002]

Do Kapital

[@ZachPerkins_zerkins]

Wow, disappointing because Stussy was FAR FROM the first streetwear brand. The erasure of black/brown designers/labels like Willi Smith and Williwear is real and upsetting. Smh

[@350px]

I think the genius of Willi Smith transcends the way most think of “streetwear” today. Willi pioneered counter-culture, questioned gender normative silhouettes, and overall really honed in street couture. I agree with your sentiment, but I think his career could be associated closer to today’s Telfar Clemons than a Daymond John or Sean Stüssy. Willi’s contribution 100% sparked others to also re-consider how and where garments can be worn. But furthermore, who (class & gender) can have access to quality collections

[@j.e.pierson9433]

I was going to post a similar comment. Streetwear existed way before the mainstream decided to acknowledge it. I appreciate this video as Stussy is definitely my favorite streetwear brand, but it wasn't the first.

[@j.e.pierson9433]

@@350px The Cooper Hewitt in Manhattan literally had an exhibit in 2020 about Willi Smith being the first streetwear designer. Streetwear is about everyone having access to it, inclusivity, whereas luxury brands were exclusive.

[@ChuckRCNE]

Universal Madness in DC est. 1985

[@jcrdns07]

Also just within the same genre FUCT came before Stüssy and was equally as popular. Eric Brunetti was an incredible artist but the brand never had its second revival bc kept ownership. Shawn sold his stake to start double S

[@chardelraconner7324]

dark lips

[@bf6639]

Christian Bale started Stussy?

[@martyrx3436]

Calling Stussy the first streetwear brand is crazy lol. Dapper Dan’s store was the first streetwear brand. You could also say Willi Smith was too. Stop it…

[@meucanal9582]

song name of the intro?