While the West celebrates New Year’s Eve with a big party, the Japanese are focusing on celebrating the actual first day of the New Year. This discrepancy has also affected the marketing for fashion industry, prompting the hatsuuri, or, the start-up collection, as it is roughly translated in English. Stussy have announced their Spring 2013 Start Up Collection, as we are approaching the new year. The collection is influenced by American sportswear and beach lifestyle, as well as military and workwear styles. These pieces are already in stock at Stussy Japan Chapters, followed by sales at Stussy Chapters internationally.