Remix and remediation can be identified in both traditional and digital media. These tools of production can be seen as how parts of existing media can be taken, reworked and/or combined to create new pieces of content. This dissertation investigates the potential benefits of these practices in the context of brand advertising. Through an in-depth analysis of 153 of streetwear brand, Stüssy’s, advertisements, across two six-year periods, this study looks at how they can be utilised to develop an authentic brand identity. It also looks at the influences the use of remix and remediation can have on a brands cultural appeal and international reputation. In order to strengthen my understanding of this subject matter, 7 interviews were conducted with professionals from both the advertising and fashion industries, including two former employees of Stüssy.
This research outlines the brand's consistent use of these practices and the important role they have had to play in the establishment and development of Stüssy’s distinct image. In order to critically evaluate these findings, this dissertation also addresses the claims of unoriginality against the use of remix and remediation. While this argument cannot be completely disproved, my study demonstrates how the creative value and quality of the content produced overshadows these claims. My work also presents the possible broader application of these concepts. Although this research solely focuses on Stüssy, remix and remediation can potentially be evidenced in advertisements across the streetwear, fashion and advertising industry as a whole. In consideration of these findings, this study exhibits the capabilities of remix and remediation to create, evolve and establish a brand’s visual identity and international cultural imprint.