Why Hip-Hop Streetwear Brand Stüssy is Suing Shein

Shein is once again in the legal spotlight, facing a lawsuit from iconic surf, skate, and streetwear label Stüssy. Often regarded as the Chanel of streetwear, Stüssy has cemented itself as a cultural powerhouse with deep roots in hip-hop, skate, and surf culture. Now, the California-based brand is taking legal action against Chinese owned fast-fashion giant Shein, accusing it of trademark infringement, counterfeiting, and unfair competition. The lawsuit alleges that Shein has unlawfully used Stüssy’s signature graffiti-style logos and brand name to mislead consumers and profit off its legacy.

Stüssy’s Coveted Status and the Appeal of Counterfeits

Stüssy has long been at the forefront of high-fashion collaborations, working with industry heavyweights like Marc Jacobs, Comme des Garçons, and Martine Rose. It has even crafted luxurious Loro Piana suits with designer Matthew Williams, while its pieces frequently appear on supermodels in high-profile magazine spreads. This exclusivity and cultural cachet make Stüssy one of the most sought-after brands in contemporary fashion, elevating its status beyond just streetwear.

Desirability is the fuel of fashion - both its engine and currency. Counterfeiters, including Shein, capitalise on this by feeding the rise of 'dupe culture,' where consumers chase budget-friendly imitations of coveted designs. Owning a knockoff Stüssy piece lets buyers tap into the brand’s prestige without paying for its exclusivity. According to Stüssy’s lawsuit, the brand is fighting to protect its authenticity and exclusivity from being diluted by mass-market copies. The lawsuit underscores a broader struggle: as brands like Stüssy carefully craft their cultural significance through limited drops and high-profile collaborations, mass-market copies challenge the maintenance of brand value, consumer perception, and authenticity in streetwear, testing whether exclusivity can endure in an era where fast fashion prioritises speed and accessibility.

Stüssy’s Claims Against Shein

According to the lawsuit filed in a California federal court, Stüssy asserts that Shein has misled consumers by offering counterfeit products that feature its distinctive branding. The complaint highlights that Shein has used “false or misleading descriptions and representations” to capitalize on Stüssy’s reputation, potentially confusing shoppers into believing the two brands are affiliated.

Stüssy, which holds exclusive rights to its name and signature designs worldwide, is seeking legal protection against the alleged misuse of its trademarks. The company claims that Shein’s unauthorised use of “copies and close reproductions” of its branding has caused, or could cause, significant harm to both its business and consumer trust.

One of the main issues raised in the lawsuit is the sale of Shein products that bear striking similarities to official Stüssy apparel. A notable example includes a jersey featuring the brand name “STUSSY” and the number 8 - a reference to the label’s well-known 8-ball motif. Though Shein has since removed the item from its website, the retailer continues to list a white crewneck sweatshirt with a black graffiti-style design that bears a striking resemblance to Stüssy’s iconic logo. Priced at just $7, the sweatshirt has quickly sold out in all sizes.

Stüssy argues that its exclusivity and selective distribution through specialty retailers and direct-to-consumer channels contribute to the prestige and value of its trademarks. The lawsuit alleges that Shein is attempting to exploit “unmet demand” by directing shoppers to its own platform with knockoff designs, further diluting Stüssy’s brand identity.

Seeking Legal Action

In response to Shein’s alleged trademark violations, Stüssy has requested a jury trial and is seeking an injunction to prevent Shein from using any markings or branding that could be confused with its own. The brand is also demanding compensation for lost profits, as well as reimbursement for legal expenses.

What This Means for Streetwear

Stüssy’s lawsuit against Shein signals a growing divide between the worlds of authentic streetwear and mass-market fast fashion. Streetwear, once rooted in underground culture and exclusivity, has become a status symbol - a blend of luxury, heritage, and artistic credibility. This lawsuit highlights the tensions between brands that build their identity through cultural relevance and exclusivity, and retailers that mass-produce imitations for an audience that craves accessibility.