stussy And supreme: On one side, green palm trees, paraffin-stained surfboards, and sand-covered off-road vehicles – all clichés of beautiful Californian coastal life. On the other, the noise of trucks and skateboard wheels moving on hot half pipes, and the bloodied knees of young restlessness. Despite Supreme’s association with names like James Jebbia and Shawn Stussy along with Nigo and Hiroshi Fujiwara, who knew how to grow the streetwear scene in the Harajuku district in the old days, there have been more than a few differences of opinion that have led to a falling out between Supreme and Stussy. increasingly strong difference. Since their inception, The two brands are as similar as they are different, Apart from purely geographical and age-related factors (the former was founded in 1994, the latter about 10 years earlier), what has kept them apart for so long was that target audience, which, contrary to popular belief, often caters to two completely different areas – skateboarding and surfing. Then, as streetwear entered the mainstream – it took historic form. Three-year period from 2015 to 2018 As a reference – the identities of Supreme and Stussy began to merge into a single overarching vessel, but their respective differences were emphasized.
This occurred at a time when publicity for the New York brand was extremely high: huge queues formed at Supreme’s flagship stores, box logo resold At prices that seem outrageous especially today. Stüssy, on the other hand, was synonymous with a more accessible alternative – in terms of both retail price And Availability, The items did not sell out upon release, nor did they fall victim to the parallel market dominated by platforms like KLEKT and StockX. Also, considering the good success of Palace Skateboards During that time frame, Stussy was cool but not promoted, Nowadays, the situation has changed radically: Stüssy is the most prestigious brand of the three, while Supreme is facing a moment of great uncertainty in trying to regain its lost relevance.
How Stüssy “surpassed” Supreme
Thanks for the strong rise of menswear 2.0considerable loss of interest in logomania, and as a result of the changing tastes of a large audience of young fashion enthusiasts living on TikTok and Instagram, Supreme (and the imagery and aesthetics with which it was strongly associated) lost the allure it once held. Unique, effectively handing over command to Stacey. The brand founded by Shawn Stussy had great potential Understand the changing tastes of the fashion audience, understanding that the right strategy would be to preserve the DNA expressed through graphics, logos and immutable copy, combining them with minimalist garments that aim to highlight the silhouette. If Supreme is a product, then Stüssy is a style, both in terms of clothing and living. Stacey has also made a commendable effort Co-branding optionWhich has undoubtedly given a different tone to the brand: just imagine tekhala And our heritageAt the same time, while not neglecting more accessible and “commercial” partnerships, such as reverse And Levi’s, Today, Stüssy still sells hoodies and trucker hats decorated with big crown s logoBut it doesn’t hesitate Refine minimalist menswear intelligentlySharing the battlefield with competitors new and old.
Stüssy not only realized that streetwear was as much a launch pad as it was a “cage”, but it also knew how to overturn its roots without making them seem chaotic and disjointed in the eyes of potential buyers – new and old fans of the brand. this process happened smoothly For two reasons. The first relates to its engagement with a very different audience than the one Supreme engages with on a daily basis. There are still many Stüssy collectors today, yet very few of them feel regret about items released in the past.Some are looking forward to the return of Stussy in the 2010sFor example, unlike Supreme fans who are more attached than ever to a past that seems so unattainable. Secondly, the fact that Stussy’s clothing did not have the same iconic status as Supreme (Think about a box logo or photo tee) allowed it to feel more carefree in expressing a renewed image of its own: it’s no surprise that in the coming years Stüssy would release more and more instant classics Focusing on craftsmanship, patterns or silhouettes rather than repetitive and decidedly less versatile prints.
