For twenty-eight years Stussy has managed to stay on top, continuing to offer their fans innovations and old favorites. Their new menswear line, Stussy Deluxe was rolled out at the recent Project Global Trade Show in Las Vegas to thunderous applause. Even though many other clothing manufacturers seem to be scaling back in this time of economic uncertainty, Stussy, and even boutiques such as FilthyDripped.com are holding their own.

Scott Terpstra, Stussy’s sales director commented on the increases stating that streetwear is deemed a “must have,” by their customers and has managed to stay liquid because it is “on trend.” Customers would certainly agree and many labels are benefiting from these conditions. Crooks and Castles, a Los Angeles based label has announced numerous plans for expansion and will be debuting new lines throughout the year.

In keeping with what they deem is a changing trend among their consumers, Stussy is changing their lines a little bit and trying to appeal to their core customers that are reaching into the 30’s and looking for merchandise that is not too “youth oriented.” Their new deluxe line featured denim with only a purple dot for the brand logo and they are incorporating much more luxurious fabrics like cashmere into their hoodies. Many claim that they are losing their roots a bit with this switch, but the bottom line may dictate the kind of clothing that the company produces. Despite these changes that have taken the line a little further from its roots, Terpstra commented, “We are an image and brand-integrity company.”