[A store window with a sign that says shop. Photo Credit to Unsplash]

Streetwear brand Stüssy  is set to hold its first Jeju pop-up store from July 31 to August 31, 2026,  following the announcement by local art initiative Project Mokyotang on Instagram on July 20.

Stüssy was founded by Shawn Stussy, a surfboard shaper who scribbled his signatures on the board, in 1980.

As the popularity for Shawn’s signatures grew, he started printing his logos on hats, shirts, expanding the range from surfboards to clothes. 

In 1996, Stussy gave his role as a president to Sinatra,  his co-owner. 

In 2010, he made his first appearance with his brand S/double, soon closing the store in 2016.

Stüssy’s  presence in Korea  dates back to  2008 when local select shop Kasina teamed up with Stüssy opening a local offline shop in Apgujeoug, Seoul.

Stüssy ended its long partnership with Kasina in 2025. 

The move followed growing consumer confusion stemming from their dualized distribution structure, where same products were sold at different prices.

In September 2025, after  approximately six months of preparation, Stüssy opened a directly managed chapter store in Apgujeong and also began offline sales.

Chapter stores are small stores in major cities  worldwide, where they sell limited-edition graphic T-shirts bearing the city. 

The choosing of Jeju from the brand is unique as it shows the brand is experimenting beyond main cities.

Jeju is South Korea’s largest volcanic  island, located to the southwest of the Korean Peninsula.  

 Unlike mainland Korea, Jeju has a subtropical climate. 

The island is famous for the Hallasan Mountain, beaches, foods and more. Visitors can also  explore UNESCO world heritage-listed lava tubes. 

People are excited as Stüssy has chosen Jeju to collaborate with. 

Project Mokyoktang is a Jeju-based visual-arts initiative  and cultural project. 

It has hosted exhibitions, including the 2024 group exhibition  “Bath, Booze,  Pray.”

Project Mokyotang  has taken the  lead in organizing the first-ever Jeju pop-up store.

While there has not been any Jeju-exclusive products or activities officially announced, fans are highly anticipating for them.

Stüssy’s expansion in Korea indicates that the country is seen as the global headquarters viewing Korea as a key market for streetwear consumption in Asia, attempting to strengthen its brand strategy and market dominance. 

The pop-up  offers exclusive items and a unique space blending Stüssy’s surf heritage with Jeju’s coastal culture.

As Stüssy expands beyond Seoul, the event reflects not only its investments, but its connections with local communities and the nation, by selecting Jeju, and collaborating with  Project Mokyotang, marking a new chapter for Stüssy.