Transforming a father’s favorite pastime into tour merch for a band that never existed, Tremaine Emory and Stüssy blend coastal surf heritage with heartfelt generational legacy.
While Denim Tears is globally renowned for using its platform to confront the heavy historical trauma of slavery and the American cotton trade, founder Tremaine Emory is taking a deeply personal, intimate pivot for his latest collaboration. Teaming up once again with West Coast streetwear royalty Stüssy, Emory is trading macro-historical narrative for a quiet domestic legacy: his father Tracy Emory’s favorite weekend hobby, fishing.
Lensed directly at Lake Canopus—one of the actual bodies of water where father and son used to fish together—the campaign grounds the collection in lived memory.
Anchoring the collection is a standout graphic hoodie featuring the back of a classic tour tee listing the very spots Tracy Emory used to fish. The apparel line seamlessly bridges fishing utility with surf-street aesthetics, featuring technical waterproof jacket-and-pant sets, heavily pocketed embroidered fishing vests, rugged overshirts, and graphic staples that marry Stüssy’s relaxed DNA with Denim Tears’ storytelling.
