Our brand name is a story in itself. In 1993, Coca Cola and Nike were already taken and the letter G was a full-blown hype in its own right. Gangsta rap is rulin', G-Love comes out with his first record and the G-spot is discovered. With wordplay, gsus refers to one of the most common names in the world. The logo, the crown of thorns, emphasises the prickliness of the brand even further. Within a few years, from the time the first tees were introduced, gsus grew from being sold out of the trunk of a car to an internationally available fashion brand. The collection and brand developed and grew without losing sight of those early stages of fun and creativity.