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Stüssy, the iconic pioneer brand of global streetwear, has rolled out its brand-new urban casual apparel collection for the new season, continuing its decades-long design philosophy rooted in California surf, skate and hip-hop subculture.

Since its founding in Laguna Beach in the early 1980s, Stüssy has always anchored its design inspiration in authentic youth street culture. This new collection retains the brand’s classic handwritten signature logo, 8-ball graphics and vintage printed elements, while adjusting tailoring details to fit the wearing habits of global consumers, especially Asian body types. The lineup covers short-sleeve tees, oversized hoodies, varsity jackets, cargo trousers and matching headwear accessories, balancing daily wear practicality and distinctive street aesthetics.

Globally, Stüssy operates self-operated flagship stores and authorized high-end boutique retailers in core fashion hubs including New York, Tokyo, London and Paris. Different from mass-market fast fashion brands, Stüssy adheres to a controlled production and limited distribution strategy, avoiding over-saturation in the market to maintain its long-standing underground street credibility and brand premium. The brand also stated that it will host offline pop-up events and skate community activities in multiple cities in the next quarter, further connecting with young street culture enthusiasts and consolidating the influence of the International Stüssy Tribe community built since the 1990s.