It’s tricky business to launch a collaboration against the digital backdrop of convincing AI visuals and clairvoyant Reddit threads. In the case of Stüssy X Wales Bonner, there were not only rumours swirling prior to announcement: a series of visuals, showing glimpses of the partnership, were in circulation.
The “leak” wasn’t necessarily bad news for either brand – especially since Stüssy has a cult following among the internet-astute generation, many of whom form snaking queues outside its Soho store. If anything, the teasers only drummed up the hype, even if it wasn’t an intentional strategy.
Global collaborations are, of course, familiar territory for both brands. Stüssy has lent its logo and spirit to a broad range of labels over the years, including Martine Rose, Dries Van Noten, Tekla, Levi’s and Our Legacy – the latter being a long-term union that former art director Ryan Willms previously told Vogue Business speaks to an “older Stüssy person – and the brand’s new audience.” Wales Bonner, meanwhile, has garnered mainstream recognition via an on-going union with Adidas.
Both present collections that are inherently rich in storytelling, and their link-up is testament to this, with references pulled from surf culture across the world, from Labadi and Bull Bay to Tokyo and Santa Ana. The accompanying campaign was shot in Los Angeles by Zoe Ghertner.
Clothing wise, there are clever nods to their respective archives. Perfectly-slouchy studded stonewash denim is a standout (metal embellishments are a Wales Bonner hallmark), alongside a double-breasted blazer crafted from Loro Piana doeskin wool, which echoes Wales Bonner’s impeccable mainline tailoring. A bark-hued leather varsity jacket taps into Bonner’s signature collegiate codes, while there’s also a silk polo that features an image taken by Accra-based photographer, Nana Yaw Oduro.
Stüssy codes arrive as flashes of leopard print and T-shirts and cotton-poplin Oxford shirts, stamped with a co-branded take on its world tour emblem. This Stüssy “surf wardrobe” is comprised of a double-zip neoprene hoodie, embroidered board shorts and a beach sarong made in collaboration with designer Peter Miles.
“I am a big admirer of Stüssy’s impact on culture, and their integrity as an independent brand,” Grace Wales Bonner exclusively tells Vogue. “In our collaboration, we offered a worldly take on surf-inspired style, with silhouettes that fall between formal, fine tailoring and more easeful beach wear signatures,” she says of the collection’s focuses. Her loyal fans – and Stüssy’s, for that matter – will no doubt be queuing around the block for this launch.
Stüssy X Wales Bonner launches in select stores, Walesbonner.com and Stussy.com at 10am GMT on 26 September.
The blazer + cap
