A Wink and a Nod

The underrated references of Stüssy.

Ever since it was founded in 1980, one of the foundational cornerstones of Stüssy has been the “logo flip.” The storied practice of taking known logos and icons and subverting them for a different audience has since become standard practice for streetwear, with multiple labels from Supreme to SSUR and everyone in between making recognizable homages in their collections. Of course with Stüssy, the best-known nods are the linked S logo and “Stüssy No. 4” motifs that reference Coco Chanel and the well-known Chanel No. 5 fragrance.