STUSSY INTERNATIONAL TRIBESMay 19, 2014
It’s by no fluke that streetwear giant Stussy has stood the test of time. Established in the early ‘80s as a surf label by Shawn Stussy, the brand has gone onto global success and recognition – weaving street attitude into to the early hip-hop scene as well as skate and surf subcultures.
Fundamental to the brands success was the creation of SIT (Stussy International Tribes) – a collection of individuals the world over collaborating to endorse the brand through their own attitudes and beliefs. Untouched by corporate ideals, the original tribe; comprising of Shawn Stussy himself, provoked a reaction that spread as far as Tokyo, Berlin and the UK. Each group reflecting its own perspective on street culture, united by the Stussy signature.
“Why is it called a tribe? I mean it could have been a posse, it could have been a crew. But this isn’t a posse of big badass people. It’s a group of friends in all these cities. ‘Tribe’ was a good old organic word…it just kinda stood the test of time.” – Shawn Stussy (The Look, BBC4).
From the young and innovative to hip-hop veterans with OG status, the infamous Stussy signature still lives on in street culture today. Scroll down for a visual timeline in the Stussy International Tribe history.
Check out the UO Stussy collection.