In 1980, California surfer Shawn Stüssy birthed his namesake clothing label, arguably jumpstarting the streetwear movement and irrevocably changing the history of fashion. Growing up surfing near Laguna Beach, Stüssy found work shaping boards. Deeply inspired by graffiti, his uncle abstract painter Jan Frederick Stüssy, and early punk bands like the Sex Pistols and The Clash, Stüssy began tagging his boards as a form of rebellion against traditional surf culture. To promote his business, he impulsively printed his signature on caps, t-shirts, and shorts which sold faster than the boards themselves. In 1984, Stüssy partnered with longtime friend and accountant Frank Sinatra Jr. to officially establish his apparel line. The brand quickly gained popularity due to its counter cultural credibility and zeitgeist-capturing references to music, art, and pop culture, epitomized by the “Double S” logo-flip of Chanel’s iconic interlocking Cs. In the late 80s, Stüssy formed the International Stüssy Tribe, a global group of influential creatives—including GOODENOUGH’s Hiroshi Fujiwara, Slam Jam’s Luca Benini, and distributor Michael Kopelman—who he provided with custom apparel to spread the gospel of his brand. Although Shawn Stüssy left his namesake label in 1996, Stüssy continues to be an independent family-run business and remains relevant among surfers, skaters, punks, rappers, club kids, and even the fashion elite. The company boasts worldwide stockists and ongoing collaborations with coveted brands, including Nike, Supreme, NEIGHBORHOOD, Dickies, and Vans.