Dover Street Market New York and Stussy have revealed their first collaboration featuring T-shirts, a bucket hat, shirt and short-sleeved coach jacket .Perhaps to celebrate Stussy’s 35th anniversary? This year alone Stussy has collaborated with Union Los Angeles, Mastermind, Sophnet, design studio La Boca and Rip City Skates in Santa Monica.
Stussy’s global Brand Director Sinatra told Business of Fashion these collaborations and projects are a branding play. “There’s no real economic motivation in working with Union [Los Angeles] or DSM [Dover Street Market]. We probably lose money on those projects, but those are the projects we get excited about, and those are the projects our friends get excited about.” said Sinatra
What Stüssy is making money on, however, are a slew of wholesale accounts that vary from boutiques with fashion cred like Trés Bien and Colette to larger chains like ASOS and Urban Outfitters – one of its biggest accounts in the US.
Stay tuned to Snkrbst.com for more information as it arrives. The limited capsule is now available for purchase at DSMNY.
By Troy Barocas