A few months into our project, we started to think about brands that we truly loved.
The ones we subscribed to for the latest drops. The ones that we had left opened on our many Google Chrome tabs. The brand we always have on our radar is Stüssy, the eponymous streetwear label with a cult following that shows no signs of disappearing from the cultural zeitgeist.
In Europe there are only 5 Stüssy stores and it just so happens that we live five minutes away from the only boutique in Spain. Every time I pass by, there is a constant flow of international Gen Zers and Millennials keen to get their hands on coveted streetwear items from the latest drop. I kept on asking myself, what is the secret behind the brand’s enduring coolness? Obviously, in 2024, I am not the only person that has thought this. A few months ago, High Snobiety, beat me to it and published a piece titled, ‘Why is Stüssy still so good ?’
The main takeaway is that the brand doesn’t do anything groundbreaking. It does the basics well and has set the gold standard for universal streetwear culture across the globe.
Stüssy, the iconic streetwear brand, is more than just a label—it’s a masterclass in storytelling. Founder Shawn Stussy’s quote, “You don’t start a brand, you start a project, and if you do your project with passion…the prize is the brand.”
I am sure that different creative minds will have their own interpretation of this, but for The Artisan Lab, it was crucial to find the right mix between a playful image that was capable of conveying a broader, socially impactful message.
Artisan Project x Stüssy
When Stüssy collaborated with Palestinian-American designer Nina Mohammed for the Artisan Project x Stüssy drop, I knew it was something special. Mohammed’s ethos is to: ‘to honour Morrocan artisanship, improve the lives of craftspeople and their families and ensure hand-weaving skills continue to thrive.’ Needless to say, Nina’s ethos deeply resonates with what we are trying to achieve at The Artisan Lab, a brand that values artisanship and cultural storytelling.
The collection, featuring boucherouite rugs made from upcycled Stüssy shirts, merged streetwear with Moroccan craft in a way that was both innovative and inspiring. However, the storytelling aspect is where the true power of this collaboration lies.
The accompanying short film transports viewers to Tangier, Morocco, where the women of the Ain Leuh Cooperative meticulously weave these vibrant rugs. The cinematography captures their craft and the beauty of their landscape, giving audiences an intimate look at the artisans' daily lives and cultural traditions. The film doesn’t just promote a product; it immerses us in a journey, showcasing the deep cultural significance of the rug-making process.
This storytelling approach has been a game-changer for The Artisan Lab as we have often struggled to connect our products with rich cultural narratives. The Artisan Project x Stüssy has shown us how to tell stories in a way that feels both authentic and engaging, especially in a fast-paced, short-attention-span world. By focusing on the materials and the artisans' techniques, Stüssy gives customers a tangible experience that extends beyond fashion—it brings them into the lives and heritage of the creators. This is exactly what we aim to create at The Artisan Lab.
One standout element of this collaboration is its linguistic sensitivity. The film’s use of both Moroccan Arabic and English demonstrates how brands can honour the local languages and cultural nuances of their collaborators. This has inspired us to consider how we can incorporate Kinyarwanda, the language of our Rwandan artisans, into our storytelling.
Stüssy’s storytelling extends beyond film, seamlessly translating to their social media strategy. Instagram and TikTok carousels show raw materials, hands at work, and finished rugs against the Tangier landscape, making craftsmanship stylish and desirable.
In 2024, Stüssy isn’t just a streetwear brand— through their collaboration with The Artisan Project, it shows the world that streetwear and traditional craftsmanship can come together and create something entirely different. Something that is investing in and waiting for. Ultimately, this project proves that storytelling, when done right, can elevate not just a product, but the entire culture and community behind it.
If Stüssy’s trendsetter status is anything to go by, their collab with Artisan Project could spark a whole wave of cross-collaboration between streetwear brands and artisan-led initiatives. The fan girl in me can’t wait to see what’s next as its projects like this connect The Artisan Lab to something so much bigger/ to the global artisan community.
Photography: Antosh Cimoszko
Videography: Ryan Mitchell
Studio Photography: Hailey Heaton