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the world of streetwear was unrecognizably different, but one brand that remained constant was Stüssy. At the time, the brand was already quite established, particularly in the skater and hip-hop community, where its unique designs were making a huge impact. The Stüssy hoodie was one of the pivotal pieces that defined the era and became synonymous with the brand. At the same, it marked the beginning of the evolution of the streetwear hoodie that transcended the skater and hip-hop scene, eventually becoming a global trend. This transition paved the way for further collaborations between the brand and globally renowned artists, fashion designers, and musicians. As a result, the brand reached new markets and expanded its visibility beyond the traditional urban streetwear consumer base. Among the new markets was Japan, where Stüssy quickly gained popularity and became one of the most sought-after brands in Tokyo’s street culture. The Stüssy hoodie remained one of the most wanted items among the Japanese youth who embraced the brand’s ethos of creativity and self-expression. The hoodie continued to be part of various trends and movements in the following decades, yet it kept its staunchest followers. The Stüssy hoodie was thus not only an item of clothing but rather, it was the ultimate holiday gift for a whole generation of rebellious urban youth. It became a symbol of the streetwear movement and a gatekeeper to highly interesting and underground lifestyles that were still mostly out of sight from the general public. In the early 2000s, Stüssy and its hoodie went through another paradigm shift. The brand faced tough competition coming from the likes of Off-White and Supreme, but rather than withdrawing into the shadows, the brand took an innovative approach by “going with the flow” and adapting to the new streetwear landscape while still holding on to its original DNA. Thus, Stüssy became more diversified and was able to cater to a wide array of customers, from those that wanted just a basic black hoodie to those that preferred a loud and colorful one. Today, the hoodie continues to be a staple in the general streetwear wardrobe, with Stüssy being one of the brands that define its evolution. The Stüssy hoodie remains a piece of art that tells a story, and its current clientele ranges from mothers wanting to share their style with their children to skateboarders who still adore its effortless look and comfort.