ARÓN JACO x STUSSY - CONCEPT
CLIENT / BRAND:
SEASON:
STUSSY
S/S 24
Creative Direction
Color & Material Design
Footwear Design
PROJECT TYPE:
Develop a sneaker that taps into Stüssy's rich history in vintage surf and skate culture by bringing the heritage of the brand to life through product. Emphasize streetwear aesthetics while incorporating workwear influences, as this trend continues to rise.
PROJECT GOAL:
My responsibilities in this project involved developing the creative direction for STUSSY S/S 24 - creating mood boards and brand boards that stayed true to their brand values and consumer interest. I was responsible for the footwear design, sketching, sample development, material mockups, and color design.
MY ROLE:
STUSSY Brand Identity
Founded in the early 1980s by Shawn Stüssy in California. Initially starting as a surfwear brand, Stüssy quickly became iconic in the fashion and streetwear world due to its blend of surf, skate, and hip-hop influences. Its distinctive graffiti-style logo and designs played a major role in defining street fashion in the '80s and '90s. Today, Stussy continues to be a community driven brand rooted in the culture and deliver its loyal community product that deserves its reputation for blending functionality with a laid-back, West Coast aesthetic.
CONSUMER PROFILE
STUSSY is the brand it is today because they design with the consumer in mind. Their ability to remain “consumer loyal” has allowed them to create a huge impact on the west coast skate and surf culture. This consumer is someone who embodies the laid back and bold energy of the West Coast.
Overall, the Stüssy customer is someone who values both comfort and style, with a deep appreciation for street culture, authenticity, and creative self-expression. They are tuned into broader cultural movements—whether it’s skateboarding, art, music, or fashion.
-
Primarily young adults (late teens to 30s), urban dwellers
skaters, surfers, tastemakers, streetwear enthusiast
-
Skaters and Surfers: Stussy continues to stay loyal to its consumer base - skaters, graff writers, and other west coast youth who resonate with the brands core values
These consumers love spending their days with friends, skating, surfing, partying at the beach, making content, music, etc.
Taste-Makers: creative professionals (artists, musicians, designers) who use clothing as a form of self-expression. They are drawn to Stüssy’s subversive take on fashion and its collaborations with other brands or artists.
-
STYLE: These consumers prioritize functional, durable clothing and footwear, but they also want pieces that reflect their lifestyle - relaxed, with a slight rebellious edge.
UTILITY: They value pieces that can work in multiple contexts - whether they’re heading to a casual event, hanging out in the city, or skating.
S/S ‘24 CREATIVE DIRECTION
This seasons focus is on highlighting the history of Stussy and calling back to the brand’s rich history in vintage surf & skate culture.
Photography locations will range from beaches to California hillsides, capturing the energy and lifestyle of the west coast youth’s lifestyle.
With an emphasis this year on streetwear looks and a rising trend in workwear influences, as a brand we are positioning our product for both the avid skater who plans to bomb a few hills, and for the everyday casual wearer.
This collection will empower customers to express themselves confidently through designs that stay true to Stüssy’s bold, rebellious spirit.
