Stüssy is Opening a New Chapter Store in Paris

California-born Stüssy are set to open a new chapter store on Paris’ Rue de Temple, Le Marais District, this week. The store marks Stüssy’s 5th European location – the others being situated in London, Milan, Madrid and Amsterdam.

To announce the new location, the brand posted a photo of a woman wearing a white jacket and Stüssy earrings, which both paid homage to, and playfully acknowledged comparisons of Stüssy’s logo to Chanel’s. This isn’t the first time Stüssy has referenced the French fashion house – the logo itself was actually designed to parody the logos of luxury brands, and they also referenced one of Chanel’s beauty campaigns in graphics featured in their SS19 collection.

The new boutique has been designed by long-time Stüssy collaborator, Willo Perron, with the aim of “seamlessly bringing a Southern Californian point of view to the City of Light.” This means that the store is beautifully decked out in raw materials like wood, glass and sheet metal, creating a minimalist and serene in-store experience.

To celebrate the launch, Stüssy will be dropping a capsule of Parisienne-themed products, including a Paris Saint Germain football shirt, and a Paris Stüssy Chapter shirt. The store is set to open on February 18th.

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