Stussy

In the early 1980s, Shawn Stussy was a local cult surfboard maker who took his scrawled signature logo from his foam masterpieces and applied it to t-shirts that he sold along with his surfboards around Laguna Beach, California. Now, Stussy is one of many brands that benefited from the surfwear trend originating in Orange County, California, but has largely been adopted by the streetwear and hip-hop scene. From skate to surf, to reggae to hip hop, and everyone in between, Stussy is still recognized and respected by various subcultures. Stussy's strategy was to never supply the demand for Stussy products, so that Stussy would always remain fresh to its consumers. Stussy has maintained its place with youth in worldwide fashion and continues to mix and match elements of standard dress with underground culture.