After many years under the radar, having sold his hugely influential Stussy brand, Shawn Stussy is back with a new venture. All the hot boys in my social circle had a Stussy-logo’ed something-or-other in their possession back in the early 90s. Stussy crossed all the subculture borders of its time from surfer dudes, to grunge kids to punks to the hip hop crowd. Everyone wanted to be in the international ‘Stussy tribes’.
Now those early-90s boys have grown up, they still have an eye for a well-cut tee but maybe don’t want the jazzy graphics. S/Double Studio is Shawn Stussy’s new baby which comprises an online shop, Shawn’s blog and a ‘coming soon’ gallery. It all feels decidedly small-scale, personal and non-corporate. Can Shawn Stussy do it a second time?
[International Stussy Tribe pic: RockPopFashion.com]