Streetwear brand Stüssy plans permanent London store

By

Barbara Santamaria

Published
Aug 22, 2018

After opening a dedicated space at Dover Street Market in London earlier this year, Californian streetwear brand Stüssy has announced plans for a permanent store in the city.

The brand, famous for its graffiti logo, made the announcement on Instagram, revealing that the new store will open on 31 August at 115 Wardour Street in Soho. It will be located close to other cult casualwear brands such as Palace and Supreme, where fans queue for hours to get the latest launches.

This is not the first time Stüssy has entered the London retail scene. The brand had a store on Earlham Street in Covent Garden until 2009, and has had a dedicated basement area in Dover Street Market London since January.

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Stüssy is no doubt trying to capitalise on the growing streetwear market, a segment it has been helping build since it was founded in the 1980s. Founded by Californian surfer Shawn Stüssy, the company started out as a surfwear label, and has adopted streetwear and hip-hop influences over the years.

It currently has three stores in Europe in Madrid, Milan and Amsterdam, the latter of which opened last year.