Around two dozen surfboards were produced each month, retailing at a much higher price point than other quality boards—in keeping with the exclusivity approach that Stussy would take in marketing his apparel. The buyout rumors were fueled by Sinatra, who was an infrequent traveler yet flew to Italy to meet with Diesel executives. Shawn Stussy first signs his name on surfboards, creating a logo that is then transferred to T-shirts. In January , it became official when he resigned as president of the company, although he agreed to stay on as a consultant. As the apparel side of the company began to grow, the surfboard business faded in importance and was ultimately turned over to a licensee for small-scale production. Whether Sinatra came close to selling the company to Diesel is not certain, but in the end he retained ownership of Stussy, which after 20 years in existence maintained its place with youth in worldwide fashion and continued to mix and match elements of standard dress with underground culture. My mom made a pattern off of them.
The partners, uninterested in a quick payout, opted to follow their strategy for maintaining long-term viability based on restricted growth and never supplying the demand for Stussy products. Shawn Stussy and Sinatra resisted the temptation to cash in on the Stussy phenomena by increasing production or licensing the Stussy name to any number of products. Stussy designs drew on images and graphics from a variety of sources, making his apparel seem fresh as well as classic. The company continued to eschew traditional marketing and promotion, although in it decided for the first time to sponsor a few skateboarders as a way to help strengthen the Stussy brand. The first shop, square feet in size, was established in the trendy SoHo section of Manhattan in November A handful of boutiques launched in the early s by co-founder Shawn Stussy are owned by the corporation. As the apparel side of the company began to grow, the surfboard business faded in importance and was ultimately turned over to a licensee for small-scale production. What started out as beachwear had by now morphed with skatewear, work clothes, surplus, and preppy to produce contemporary street fashion. And we feel we could continue doing business for many more years, sleep at night, enjoy kids growing up and not be a victim of our business. Regardless of his method, Shawn Stussy and his apparel clearly connected with the youth market. Stussy products are found in a variety of outlets, with some sold in skate, surf, and snowboard shops, and other items sold in department and specialty stores. The buyout rumors were fueled by Sinatra, who was an infrequent traveler yet flew to Italy to meet with Diesel executives. But then they burn themselves out. It soon became his trademark and logo. A knit polo top could be a Ralph Lauren , except for graphic squiggles around the collar. Making Surfboards in the s Stussy, Inc. After graduating from high school in the early s, he lived a free lifestyle, spending the winters living in a trailer and working as a ski instructor at Mammoth Mountain and summers making surfboards at Laguna Beach. By the age of 13, Stussy began to design and shape his own surfboards in the family garage. In , when he was 24 years old, Stussy gave up his itinerant ways and settled in Laguna Beach to establish a regular surfboard business. They had surfed together as teenagers, but now Sinatra was an accountant and possessed the business expertise that Stussy lacked. Moreover, his hiring of a former Diesel designer as well as other moves were seen by observers as window dressing in preparation for a sale. My mom made a pattern off of them. He drew inspiration from sources around the world rather than the nearby surfing and skating scene, although his clothing was embraced by the skating and beach markets. The company opens a New York boutique. They want instant gratification. Its owner and CEO, Renzo Rosso, made it known that he was a strong believer in owning brands over licensing. He was so talented that as a year-old high school student he was hired by a surfboard manufacturer.
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