In the late ’80s and early ’90s, a brand was born from the Southern California surf scene and swept through the clothing landscape to redefine the look and ideology of casualwear. That brand was Stüssy, a label that grew organically from youth movements and inadvertently revolutionized the clothing business. The brand grew during a time when epochal shifts that now frame contemporary popular culture were taking place. In the music scene the late ’70s gave us punk, while the early ’80s brought us a new DIY type of music called rap. Nowadays the brand was committed to producing relevant, good quality clothing at a reasonable price available only at very select stores worldwide in limited quantities. This was an entirely new concept at the time, which has since been used to varying degrees of success.