Now when you think of streetwear one brand is the figurehead for all brands out their today and is what inspired nearly every current designer. The brand I'm talking about is Stussy. Established in 1980 by Shawn Stussy it is often credited as starting the streetwear phenomenon. With stores in major cities such as New York, Los Angeles, Tokyo, London and Paris it has established itself as a force to be reckoned with by not only streetwear labels but also high-end contemporary designers.
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| Bedwin Rick 3B Jacket, $622 |
There are two key elements which make for a successful streetwear brand: exclusivity and justifiable price points. Stussy is among the most popular of streetwear brands due to its exclusivity doing frequent collaborations with other designers both large and small. my personal favourite collaboration is the recent "Stussy x Bedwin" in a way it defeats the whole purpose of streetwear being premium in price (however they do include extremely affordable tee's as part of this collection) and offering little to its usual audience but it proves that Stussy is a brand which takes itself seriously and is looking to diversify its market yet also keep true to its street roots.
Price points are important not just in streetwear but in fashion as a whole, you need to be able to justify the price on the label by having a good product. Stussy is maintaining a strong brand by keeping low affordable prices but having a strong product on the hanger means they a high satisfaction and a constant flow flow of custom.
Stussy started the streetwear look and has maintained at the very top for over 30 years. It is evident that when Shawn Stussy started the brand it was not just a way to earn a bit of extra cash, it was a business and reaching the top was all that was on his mind.
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