Our brand name is a story in itself. In 1993 Coca Cola and Nike are already taken and the letter G is full of 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 grows from being sold out of the trunk of a car to an internationally available fashion brand. The collection and brand develop and grow without losing sight of those early stages of fun and creativity.