Backwards, SSUR spells Russ, as in Ruslan Karablin, the Russian-born artist by way of Coney Island. Founded in 1990, New York's streetwear pioneer has delivered a lifetime of artist-driven goods such as hip-hop inspired graphic T-shirts, DC co-branded sneakers, and collaboration Kangol caps. The entirety of the project is anchored in SSUR's retail, which houses a museum space for the brand's oddities and commodities. I don't think a single brand on this list could deny SSUR's hefty influence-even if Russ called it quits today, his legacy would outlast most new-school brands. Forwards, SSUR spells streetwear.