"The business has grown crazy in the last two years," confessed David Sinatra, Frank's son and current head of the firm, to The Business of Fashion. Where did they come from? The brand has expanded its distribution from large online distributors such as Asos to concept stores such as Colette, Dover Street Market or Urban Outfitters are cared for and measured. “We made more than 50 million euros without being very amused”, confesses the young Sinatra, because despite the rise of streetwear, his idea is to keep the business relatively small and controlled, hence the collaborations are careful and measured.
From there, the internet did the rest. Today it is easier than ever for young people to find references, alternative brands (in the case of Stüssy outside the "classic" circuit of streetwear brands) and share information about new brands, while for the more mature public, the nostalgia factor works better than any marketing strategy when making a purchase.
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