Stüssy Sparks Debate on Normal Clothes

A critic, writing for Highsnobiety, questions if menswear has hit 'peak normal' after viewing Stüssy's latest lookbook. The article explores the tension between ubiquitous, simple clothing and garments with distinct personality.

The Paradox of Pervasive Normalcy

There is nothing wrong with normal clothes, the source states, as they form the basis of most daily wardrobes. The issue arises from their overwhelming prevalence. The critic observes that the current imagery from Stüssy and similar 'nice' labels feels ordinary, featuring plain T-shirts, sweatpants, puffers, and polo sweaters. This is not a critique of Stüssy's quality, which the writer has praised for years, citing items like a recently sold-out thermal camo hoodie as examples of the brand's good taste. The problem lies elsewhere.

Clothing quality has arguably never been higher. The real challenge is visibility. The source argues that amidst an inundation of elegant, understated items, it becomes difficult for the average person to distinguish what is truly special. This environment may explain why overt branding, or 'logomania,' is feeling fresh again. It provides an immediate signal of personality.

The Hidden Age and Value of Indie Labels

The article notes a recent trend where many buzzy independent labels are actually quite old, often upwards of ten years. This could be due to the industry's slow acceptance of new talent or because these brands are often introduced to the public as fairly ordinary clothing. The source calls this a shame, because the products are 'quite nice stuff.'

Take the 11-year-old brand AURALEE as a prime example. It is becoming famous for 'simple' items that are deceptively complex. The brand's appeal lies in bespoke fabrics, subtly exaggerated cuts, and transformative takes on staples, all presented through staggeringly pretty runway shows. The clothes have personality, but that character is not always immediately apparent in a crowded market of minimalism.

The Brand's Burden to Showcase Character

Ultimately, the responsibility falls on brands to inject pizzazz into their presentations of classic items. Understated, easy clothes are often the best clothes, the source concedes, but they are not inherently exciting. Consumers can only engage with what they see. All the beautiful shoots, garments, fabrics, and finishings only matter if people actually notice them.

While there will always be a dedicated audience seeking out these details, brands must generally 'lead the horse to water.' As normal clothes become the norm, labels must do the heavy lifting to highlight the small, defining touches that make their garments special. The success of a simple piece, therefore, depends on a brand's ability to communicate its unique story and craftsmanship clearly and compellingly.

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