Getting To Know: Hyon-Soo – Uniform Bridge

For SS20 we are excited to add emerging Korean label Uniform Bridge to our brand roster. Based in Korea and quickly gaining attention worldwide, Uniform Bridge creates an in-depth take on American workwear and military-wear through their own unique eye. Expect collections consisting of a balanced mix of both highly wearable everyday garments and accessories mixed […]

For SS20 we are excited to add emerging Korean label Uniform Bridge to our brand roster. Based in Korea and quickly gaining attention worldwide, Uniform Bridge creates an in-depth take on American workwear and military-wear through their own unique eye. Expect collections consisting of a balanced mix of both highly wearable everyday garments and accessories mixed with highly functional outdoors friendly pieces ready to layer up with.

Upon arrival of our delivery for this SS20 season, we spoke to designer and CEO of Uniform Bridge Hyon-Soo to find out more.

Hi Hyoon, thanks for taking the time to speak to us at Hip and allowing us to introduce Uniform Bridge to our customers. Please introduce yourself and your role and Uniform Bridge?

I am a designer and CEO of Uniform Bridge. The Uniform Bridge is a collection of clothes that can be worn comfortably in everyday life.

What’s the story of the brand so far and how did the brand begin?

The beginning of the Uniform Bridge was done in the past through a review of original military uniforms or workwear – It was started to create casual and long-dressed clothing by combining modern technology or design with past original design and practicality.

How would you describe the aesthetic of Uniform Bridge?

As mentioned earlier, the Uniform Bridge combines the retrofit of the original military uniforms of the past and the practical value of American workwear in the 1930s with the design values of the present era to form a collection. So I think we can explain that our clothes are a brand of such value and beauty that we can wear for a long time regardless of fashion, even if time passes.

You’re based in Seoul, how would you describe the energy of the city for those who haven’t been and what is the current fashion community like?

The original appearance of Seoul is always busy with people working and moving until late at night. You can think of a city that is fashion-conscious, fast, and sleepless. And with safe security, city scenery is outstanding. Traditional Korean houses and modern architecture can be seen in various parts of Seoul. Like cities in other countries, Seoul has lost much of its old vitality due to the COVID 19 virus. However, another part is that people have found many things to enjoy at home and through the nation’s excellent quarantine procedures their daily lives and their original appearance are gradually being restored. Fashion brands have also been hit by the current situation, but they have recovered a lot from their original appearance,
and all brands are trying to rebound the dark atmosphere of the current situation. One thing I regret is that all the plans for events such as fashion week are still undecided.

Uniform Bridge draws inspiration from many eras and looks throughout menswear, how do you start each collection and where do you look for references?

Our collection usually begins with the original military dress – there could be jungle jackets, M65 pants and M64 parkas borrowed from the original U.S. military design. There are also designs for French anorak and Canadian combats jackets through the retrofit of the original military uniforms of other countries. We often get ideas from clothes like the old workwear of the 1930s in America.

For SS20 you collaborated with Marmot on a collection which is exclusively available in the UK at Hip. How did the collaboration come about?

The collaboration with Marmot was made at our request – we’re a casual mood and Marmot has an outdoor mood. Through this collaboration, we wanted to combine the strengths of the two brands to create a new feel.
So we wanted the collaboration to be the result of a design with the mood of urban outdoor Look. I wanted to melt the design characteristics of our brand into the fabric and technology of their outdoor brand. We wanted clothes with designs that could be worn without restrictions in cities or outdoors and the design came out as planned, and the response was good, so it was a satisfactory collaboration.

Whats next for Uniform Bridge?

In the future, like other brands, I would like to do more interesting collaboration without putting a limit. Even if it is produced as a result of a product other than clothing, I would like to collaborate with various brands to carry out various tasks. We are also preparing a women’s clothing line that matches our original mood – so far, the Uniform Bridge has focused on men, but now it is trying to expand its direction little by little. Also, I want to make our brand enter many countries around the world without any restrictions.


New for SS20 – Our first delivery from Uniform Bridge is online now.

Pop Trading Company AW20 Collection – Drop 1

Founded in 2013, Pop Trading Company is an Amsterdam based brand with strong roots in skateboarding, blending their heritage with contemporary menswear styles. Initially started as a distribution company, selling skate brands like Palace & Polar within the Benelux market, owners Peter Kolks and Ric Van Rest developed their own line in 2015, launching their […]

Founded in 2013, Pop Trading Company is an Amsterdam based brand with strong roots in skateboarding, blending their heritage with contemporary menswear styles. Initially started as a distribution company, selling skate brands like Palace & Polar within the Benelux market, owners Peter Kolks and Ric Van Rest developed their own line in 2015, launching their first collection during the AW16 season.

Following on from recent footwear collaborations with Camper and Converse, Pop Trading Company present Drop 1 of their AW20 Collection. Keeping in line with their consistent clean aesthetic, Pop deliver an array of wearable silhouettes with a touch of 90’s inspiration alongside more technical items such as utilitarian and highly versatile vests for use on and off the board.

Drop 1 of the Pop Trading Company AW20 Collection is online now.

YEEZY BOOST 380 ‘Blue Oat’

adidas + KANYE WEST present the all new YEEZY BOOST 380 “Blue Oat”. The YEEZY BOOST 380 “Blue Oat” features an upper composed of digi-camo earth toned re-engineered Primeknit with a hit of blue, brown gum sole and a re-engineered full-length BOOST midsole. The adidas + KANYE WEST YEEZY BOOST 380 “Blue Oat” launches at The Hip […]

adidas + KANYE WEST present the all new YEEZY BOOST 380 “Blue Oat”. The YEEZY BOOST 380 “Blue Oat” features an upper composed of digi-camo earth toned re-engineered Primeknit with a hit of blue, brown gum sole and a re-engineered full-length BOOST midsole. The adidas + KANYE WEST YEEZY BOOST 380 “Blue Oat” launches at The Hip Store on 25/07/20 online via our raffle.

How Stüssy Became The Godfathers Of Streetwear

In 1980, California local Shawn Stüssy began creating surfboards that combined specific performance shapes with a unique graphic hand style combining elements from reggae, punk and new wave music. His recognizable signature paid homage both to graffiti handstyles and his uncle – abstract painter Jan Frederick Stussy. Shawn Stussy’s parents owned a printing shop which […]

In 1980, California local Shawn Stüssy began creating surfboards that combined specific performance shapes with a unique graphic hand style combining elements from reggae, punk and new wave music. His recognizable signature paid homage both to graffiti handstyles and his uncle – abstract painter Jan Frederick Stussy. Shawn Stussy’s parents owned a printing shop which became the place for him to learn the basics about screens at just 12 years old. Before branching out on his own, Stussy shaped boards for Russell Surfboards – when looking at the start of his own brand the idea of actually designing and selling clothing is almost entirely accidental – it all starts with Shawn’s love for surfing.

Beyond contributing to his favorite past time in a meaningful way, there were no real financial goals in his initial years of making boards. The highlight of these every design soon became the Stüssy signature, each hand written using a dark marker. The signature itself stands out because it is in thick strokes and a strong handstyle – this becomes a real “branding” idea when Shawn decides to open up his own Laguna Beach surf shop in 1979. At this point, Shawn is at the age of 24 and has good surf industry experience but the real brand is still to begin yet.

Shawn carried on to make sure to lay the label on thick, distinguishing it from measly and then boring surf industry competitors. Then it became time to diversify – the history of Stüssy brand was about to begin. As 1984 comes along, Shawn Stussy went into partnership with accountant Frank Sinatra Jr. (not related to the singer) on a new apparel line using Stussy’s name. The brand was the first to make caps marked with branding for fashion, not sports teams. This idea came from kids who wore white painter’s caps — Stussy re-worked them with his own graphics and colour schemes. Among two of Stüssy’s most known designs are clever tweaks on high fashion – a pair of linked S’s as a play on the famous interlocking C’s of Chanel, and a graphic that says “Stüssy No. 4,” mimicking on Chanel’s signature perfume. By 1990, Stüssy was generating $17 million in annual turnover. The early days and DIY aspect of Stüssy even inspired Hiroshi Fujiwara to make his first brand, GOODENOUGH and start selling printed T-Shirts in Tokyo in the late ’80s.

In the brand’s early days, Shawn Stüssy travelled key cities such as London, Paris and Tokyo, where he discovered organically people who shared the same tastes in music, fashion, and culture. In 1991, Shawn Stüssy and James Jebbia (then-owner of Union and future founder of streetwear label Supreme), opened Stüssy’s first flagship store in New York. The store became a key kingpin of the first wave of retailers that paved the way in the evolving but still-gritty, up-and-coming Soho neighborhood.

Before followers, likes and online views, the International Stüssy Tribe (IST) was something you really wanted to be a part of in the late 1980s and early 1990s. To many, it was represented by the brand’s campaigns, which appeared in cult publications such as The Face and Thrasher. Before digital hype, a logo had to travel organically through the world and through word of mouth and real associations with like-minded people. Stüssy built this kind of homie referral system into its marketing from the very beginning. In 1980, when Shawn began to make graphic T-shirts featuring his handwritten logo to promote his new services as a surfboard shaper, he didn’t just create just a brand, but a worldwide tribe.

The Original Stüssy Tribe varsity jackets are one-of-a-kind pieces given to members, an item which is definitely on the grail list for many, never mind a customized one of one. Some of the names that Shawn considers colleagues at this early time in the 80-90s are Luca Benini and Hiroshi Fujiwara. They helped contribute to how the Stüssy brand is seen even today. Fujiwara and Benini widely shared the idea of fashion being an expression of lifestyle and not just graphics – Shawn started the brand as one of freedom and living in passion, and the clothing followed.

Stüssy’s gradually growing globe-trotting, like-minded group of DJs, club kids, skaters, and creatives slowly built organically. The so-called “International Stüssy Tribe” spread its message with custom varsity jackets, graphic tees and baseball caps – but most importantly also through a shared lifestyle for all. The Stüssy style did to clothing what hip-hop did to music: creating something new and fresh by moving around the familiar.

Another sign of being way ahead – Shawn would send clothing out to individual creatives and tastemakers in various cities across the world to make a stamp with taste. Stüssy had been making varsity jackets before the idea to make special, one off ‘International Stussy Tribe’ versions, these were heavily customised and featured each individuals name. This “marketing” linked and showed there was a genuine connection between people with similar interests and style, people were very proud to wear these jackets and these people became unofficial faces of the brand. Frank Sinatra Jr, Stüssy co-founder explained ‘we wanted people who cared enough about what they wore to go out and discover us, and feel like they had found something unique, not available everywhere, that said something about who they were and how much they cared for what they wore. We weren’t advertising from the top down, we were about being discovered from the bottom up’.

This early IST grassroots movement was key in establishing a basis for Stüssy’s wider popularity, “The tribe happened before the growth of the brand,” said Gimme5 founder Micheal Koppelman. “It appeared as a form of mutual respect between like-minded people without any consideration or motive of commercial growth, which of course is authenticity. You had to know someone to be in on the look — you couldn’t just buy into it.” Stüssy’s pioneering seek-and-find limited method of distribution meant that product was hard to come by, sometimes intentionally, sometimes not. Way back in 1987 at original UK account M-Zone in Croydon, it wasn’t just about having the money ready, you needed to find out what stock was coming in and when and know the right people. Whilst profiling the brand in the 90s, BBC 4’s The Look interviewed Shawn, in an effort to understand and explain the fashion phenomenon of the brand – Shawn’s modest attempt to explain his offerings was “pants and shirts… and jackets and hats.”

In the early 90s the classic New York hip-hop look of Carhartt jackets, baggy jeans and Timberland Boots can be seen as one of the defining influences of the brand and a turn of real “streetwear” in the big apple. It was New York that really set Stussy on a new trajectory globally, James Jebbia opened Union in 1989 on Spring Street in New York which was a huge change in the genre – it stepped away from the baggy hip-hop look of the time, but still embraced the hard wearing cool guy street attitude, played hip-hop music and offered a carefully curated selection of younger labels.

Stocking Stüssy at the time wasn’t easy, and Jebbia’s strong desire to sell it at Union wasn’t enough to convince Stussy to agree until Paul Mittleman (creative director at the time) gave the nod and brought Shawn to the store to see it for himself in person. He finally agreed, and Jebbia would go on to help open the first Stüssy store in New York in 1991 and Supreme in 1994. In ’92, both Stüssy and Union grew to L.A also and were together in a single store on La Brea avenue called ‘The Stussy Union’. One half of the store was Stüssy product and the other half filled with Union’s famed curated brand selection. This was an unique concept at the time, eventually out growing the single space and opening up in separate stores next door to each other, where they remain today. 

When many think of Stüssy, most will associate the brand with its famous crown, surf vibe or or Shawn’s iconic signature. Another big symbol that’s been part of the brands heritage since the 80s and has resurfaced in recent years is the classic 8 ball. ⁣The 8 ball is bold and full in American identity which made it a perfect icon for Shawn Stussy when designing his early graphic tees. Over the years the 8 ball has appeared on everything from beanies to hoodies, candles and as features in the brands campaigns. ⁣When the brand opened the London Soho chapter store in 2018, the promo for the stores opening featured 3 separate ads previewed with a gigantic 8 ball rolling through the iconic streets of Piccadilly Circus, in front of Buckingham Palace, on the tracks of the underground and then finally finding its place in the shop window of the store.

Speaking on the brands creative direction and ads, Emmy Sinatra Coats, Shawn Stüssy’s former right hand woman said “From day one, Stüssy has never hired out ad agencies or creative consultants. We have always created our own shoots and over the years they’ve come to represent different eras of our brand history.  We feel fortunate to have worked with amazing creative talents early on in their careers and to have such a great legacy of making images.” The marketing may have looked lo-fi, but it was always clear that Shawn Stüssy wasn’t just graphically inspired by the logos of high fashion, but studied the power of their clever marketing too.

When Stüssy launched its Summer 2020 collection, marketing for the collection featured the artwork of contemporary land artist @jimdenevan. Denevan is world renowned for applying complex geometrical artwork onto sand using rakes and sticks taking hours to create and easily washed away by the sea. As a native Californian and surfer, the collaboration is a perfect natural fit considering for the brand born out of California surf culture in the 80s. Denevan illustrated the iconic curly “S” in beach sand, located in Northern California and featured on online posts, print ads and a special graphic t-shirt.

Another huge part of streetwear today is the collaboration, Stüssy’s first collab – a G-SHOCK DW-6900 watch was released way ahead of the curve back in 1997. In 2001, a huge ongoing relationship began with Nike – the first Dunk landed with an ostrich and snakeskin swoosh which James Jebbia first suggested and blew peoples minds. Until that time, there weren’t a lot of collaborations taking place in the streetwear space like there are now. The Dunk was a forgotten shoe of the past, it really wasn’t trending again and this project put life back into it and got shoe companies thinking. Around 3,000-5,000 pairs were made and they sold out in two days around the world at just Stüssy stores with no internet sales. This led to more frenzied Nike releases focusing on silhouettes such as the Blazer, Spiridon and even more Dunks, all which brought new energy and hype to the chosen silhouette with a twist. Another pivotal collaboration for the brand came in 2010 – The 30th anniversary collection of Stüssy featured limited-edition collaborative T-shirts with Supreme, Bounty Hunter, NEIGHBORHOOD, The HideOut, and PAM – which connected the dots of some of the OG labels of those past 30 years. More recent projects include releases with Cactus Plant Flea Market and Porter-Yoshida, which further emphasize the wide span of customer that the brand has been able to reach organically.

After the turn of the millennium, the rise of sneaker culture and the increasing frequency of brand collaborations also gave Stüssy new outlets and customers. Further collaborations with Nike, including the first Huarache LE in 2000 and 2002’s Blazer Mid pack are among some of the most highly sought after shoes still to this day. 

Stüssy has continued to reach a place where few that would question the brand’s continued relevance and staying power. Standing as an outfitter of the cool in multiple subcultures globally, with each collection and collaboration causing mass discussion and desire. Stüssy remains relevant also because streetwear and the culture associated with it is always inherently young. In the current age of the Internet and social media, it’s easy for teens to find what they like and can identify with, whilst also easily filtering the real deal from the fake flash in the pans. As James Jebbia once said “There’s ups and downs in every brand’s history, but I think Stüssy has done a good job of staying the course”.

Shop the latest from Stüssy at Hip here.

YEEZY BOOST 350 V2 ‘Zyon’

adidas + KANYE WEST present the all new YEEZY BOOST 350 V2 “Zyon” – featuring a muted grey upper composed of re-engineered Primeknit with muted accents of white, earthy brown and black. The YEEZY BOOST 350 V2 “Zyon” incorporates the reflective monofilament stripe woven into it’s side and rear with adidas’ innovative BOOST technology in the […]

adidas + KANYE WEST present the all new YEEZY BOOST 350 V2 “Zyon” – featuring a muted grey upper composed of re-engineered Primeknit with muted accents of white, earthy brown and black. The YEEZY BOOST 350 V2 “Zyon” incorporates the reflective monofilament stripe woven into it’s side and rear with adidas’ innovative BOOST technology in the midsole encased in a clear gum outsole. The adidas + KANYE WEST YEEZY BOOST 350 V2 “Zyon” launches at The Hip Store on 18/07/20 online via our raffle.

adidas Originals x Alife Nizza Hi

Following on from the success of their SS19 collaboration, adidas Originals & Alife return with the Nizza Hi in two colourways for Summer. Founded in 1999 and far ahead of its time, Alife is a New York City-based multi-faceted, lifestyle driven brand – well known for its curation, branded product, experiential retail, art exhibitions and […]

Following on from the success of their SS19 collaboration, adidas Originals & Alife return with the Nizza Hi in two colourways for Summer. Founded in 1999 and far ahead of its time, Alife is a New York City-based multi-faceted, lifestyle driven brand – well known for its curation, branded product, experiential retail, art exhibitions and top-tier co-branded collaborations. Alife’s mission is to showcase, elevate and develop the downtown culture from which it is born. Originally released in 1975, the vulcanized Nizza canvas shoe is a lasting icon from a time when sporting footwear was more stripped back and all about the courts.

Today in 2020, the Nizza Hi is famed for its minimalist, versatile aesthetic which Alife bring their own character to while maintaining the qualities that have made the shoe grow for so many years. SS20 sees the Alife Nizza updated in two new colourways, yellow and black, with the same Alife logo detail.

The adidas Originals x Alife Nizza Hi will be launching at The Hip Store on 17/07/20 online at 08:00am.