In the late ‘80s and early ‘90s, Stussy was born from the Southern California surf scene and swept through the clothing landscape to redefine the look and ideology of casual wear. Stussy, a label that grew organically from youth movements and inadvertently revolutionized the clothing business. Shawn Stüssy was a surfer who used to shape his own boards for friends and locals in Laguna Beach, California. Stüssy began screening t-shirts and shorts to sell along with the surfboards as a form of promotion; his surname written in a graffiti-influenced hand style was to become the company logo. The brand was committed to producing relevant, good quality clothing at a reasonable price available only at very select stores worldwide in limited qualities. This was an entirely new concept at the time, which has since been used to varying degrees of success.