EDITOR’S PICKS: BEST STUSSY CAMPAIGNS OF ALL TIME.
SCG lists the most innovative campaigns of the streetwear giant’s 40 year reign.
Stussy turned 40 this year. Their campaigns are the most charismatic and authentic out of any streetwear brand to date, and this is what’s kept them relevant to culture over the decades. Here, we’ve picked the 10 best shoots since their debut in 1980. First up is Tokyo, SS17 by British photographer Tyrone Lebon. He’s son of 80’s photographer Mark Lebon and his sibling Frank is a well known film maker. The artist is also the founder of the photography gallery DoBeDo, in London.
The below is by then low-key skate photographer Laurence Passera and Italian-Japanese fashion stylist Nicola Formichetti. Both Passera and Formichetti went on from Stussy to some pretty impressive clients, such as Bjork and Lady Gaga. Formichetti is now the fashion director of Vogue Hommes Japan.
Next up is Tyrone Lebon’s campaign from Jamaica. The Lebon family have had a close relationship with Stussy ever since James Lebon (Tyrone’s Uncle) first connected with the brand in the 1980s. They’ve since been at the core of Stussy in the UK connecting creative friends and bringing the energy.
And next is Sara Sani for Stussy Korea. Self taught photographer Sara Sani was born in Modena, Italy, from Italian mother and Moroccan father. She shoots exclusively on 35mm and youth culture is the centre of her work through and through.
Some of the most charismatic advertisements ever have to be the early campaigns by founder Shawn Stussy. Compiled in a DIY skate-punk style from original photos and found material, the works have an inimitable character. Nobody’s come close to competing with them yet.
And we’re finishing it up with theHiroshi Fujiwara collaboration from the early 1990s. Fujiwara is dubbed the godfather of streetwear as we know it today.
