4 Important Branding Lessons from the Rise of Streetwear’s Legendary OG Shawn Stüssy

People describe surf and streetwear icon, Shawn Stüssy as a laid-back Californian, despite being known to the world as the pioneer for a huge fashion and lifestyle movement that’s had massive staying power and appeal over the years. Back in the ’70s as a teenager, one of Stüssy’s first jobs was making surfboards—and as it turned out, 1979 was a seriously memorable year for Stüssy, when he first scrawled his infamous signature scribble.

This “punky scribble” made its debut on surfboards and would later became an iconic symbol printed on T-shirts, hats and shorts. He eventually earned cult status, and became the cornerstone of what we’d argue is the O.G. of all streetwear brands today.  Just the fact that Stüssy’s hand-drawn signature is still a relevant logo in fashion, makes it a timeless and immediately recognizable brand. From the beginning, Stüssy has also been synonymous with killer screen prints, which often used overexposed and pixelated images, paired with ironic speech bubbles – also a huge staple of the brand’s graphic tees and ads.

So, how did Stüssy lay the foundation for today’s streetwear scene, culture and designers?

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