Surf and go
Initially, it wasn’t the goal of Shawn Stüssy to start a business. Somewhere in the late 1980s Shawn was screening t-shirts and shorts as a means to promote his surf business. However, somewhere along the line, this started to take off and he became the talk of the town. Opening up a boutique store in Soho, New York in 1988 officially marked the start of his business. Simultaneously, subcultures such as hip hop, skate, and surf culture gained more popularity and it turned out that Stüssy’s image matched these perfectly. His apparel became their way of expressing themselves both culturally and fashionably. In the end, the brand managed to expand itself through like-minded individuals and became a global household name in the streetwear scene.
