Shawn Stussy wants to tell the story behind his namesake brand.
The designer took to Instagram to comment on the “real lineage” behind Stüssy, which he founded in 1980.
“This story and its real lineage is my story to tell someday, even with all the heads involved, it is only human to see it from different perspectives,” he wrote. “The byproduct of me giving very few interviews over the years is when (usually younger) phone historians do their homework/due diligence, they can only have these limited base materials to start with.”
“So the campfire stories take on a life of their own,” he continued. “Only natural, no beef, just the way it is… someday my film will be ready with the real and accurate story from my view… Nothin’ but love to all the original heads who helped in the journey… it was just a different time and as a result [an] honest thing came out of it.”
It’s unclear where on IG Stussy wrote this comment or what prompted it. After founding Stüssy in 1980, he opened the brand’s first flagship store in New York City in 1990. He later stepped down from his role as president in 1996, though it’s unclear why, and remained a consultant for the brand.
Stüssy co-owner Frank Sinatra Jr. told the LA Times in 1996, “Fashion is still very important to him. He still wants to be involved. He’s just tired of the day-to-day grind.”
Later, in 2010, Stussy launched S/Double, which shuttered in 2016. He went on to collaborate with Dior in 2020.
Then, in the summer of 2024, Shawn seemingly returned from his retirement. He made it official with a mural painted outside of skate and surf brand Globe’s Australian headquarters, where he announced a new era of S/Double.
“Shawn Stussy checking in…to let you know that I have a new project coming with the Hill Bros. and the Globe crew…We are making goods again together under my ‘SDouble’ mark.”
Over the last year, Stussy has been sharing some of the pieces he’s been working on with his son, Tate, for S/Double.
