In the late 1980s and early 1990s, a brand was born from Southern California's surfing world and swept the clothing world to redefine the look and ideology of casual clothing. The brand is Stüssy, which grew organically from the youth movement and inadvertently changed the clothing business.

Shawn Stüssy is a surfer who once shaped his own planks for friends and locals in Laguna Beach, California. Stüssy began screening T-shirts and shorts and a form of promotion for sale with surfboards. His last name is written in graffiti style and becomes the company's icon. Stüssy accidentally got caught up in the apparel industry out of deep roots in surfing, and in just a few short years people chatted in the small, incoherent world of surfing and skateboarding in the late 1980s. Shawn set up small showrooms in New York and California and made his debut all the way, showing his designs to his esteemed shops.

Stüssy 's development comes at a time when the times have transformed, and now constitutes contemporary popular culture. In the music world, punk music was brought to people in the late 1970s, and in the early 1980s, a new DIY genre called rap music. Punk breaks the barriers to creation and aesthetics, and anyone can have a band. Rap pushes social boundaries and explores the idea of ​​remixing and sampling. These new ideas and new areas create new modern platforms for fashion and cultural expression. The design and overall aesthetic touches on a series of references to underground subcultures that resonate with Stüssy. This approach has attracted creative youth networks around the world who share a common interest in surfing culture, skating and music, and limited distribution drives international demand.

With Stüssy's success, there is an opportunity to travel and spread the Stüssy atmosphere. The costumes are inspired by internationally similar musicians, skaters, DJs and artists. Trend leaders in New York, London, Tokyo and the rest of the world, long to inspire the movement by like-minded personal networks. This group of friends later became the "International Stüssy Tribe" with chapters in New York, Tokyo, London, Berlin and Los Angeles. The strong network of tribal members wears the brand in clubs and around the world, so Stüssy information spreads organically. The Stüssy brand was committed to producing relevant quality clothing at reasonable prices, but was only available in limited quantities in selected stores around the world, a new concept at the time.