Californian streetwear outfit Stüssy releases 'Plumeria', a short skateboard film by Jared Sherbert documenting the tribe's trip to Hawaii, and their absorption of the local culture and skate-scene.
Since its inception in the late 1980s, Stüssy has been a pivotal voice in the redefinition of casual wear and the augmentation of brands from simple purveyors of clothing to become a representation of ideas.
Shawn Stüssy was a surfer who used to shape his own boards for friends and locals in Laguna Beach, California. Stüssy began screening t-shirts and shorts to sell along with the surfboards as a form of promotion; his surname written in a graffiti-influenced hand style was to become the company logo - little did he know it would become one of the most internationally recognised streetwear logos of all time. Stüssy inadvertently fell into the clothing business through his deep-rooted love of surfing, and in a few short years, people were talking within the small, insular world of surf and skateboarding in the late ‘80s.
A staple on the END. brand roster, for AW17 Stüssy delivers its point of view on the season with a clear focus on colder-month layering. Workwear and militaristic design cues are given a sportswear remix with a retro savour. Pushing their aesthetic into the classic sports realm, graphic tracksuit options demonstrate a deft understanding of what's relevant to the contemporary streetwear customer, all imbued with Stüssy's Californian credibility. This power to reinvent itself season after season, without losing the Stüssy point-of-view is a pivotal factor in the rarely matched longevity of the brand.
Stüssy AW17 is now available at END.
