Stone Island is a brand steeped in culture, history and undeniably brilliant design. Not only is it now world renowned for its experimentation with materials, it is also at the beating heart of authentic UK subculture and street style – and now it’s turning 40.
To celebrate, the brand is turning to its favoured mode of communication – the video, presenting a visual showcase that explores its origins, roots and core pillars. Simply titled ‘40 YEARS’, the video urges its audience to “Follow obsessions; it’s a force for progress.
Never stop experimenting; it’s the gateway to the rule’s exception. Study colours; it’s the artist’s theory. Look at life and disorder as the ultimate lab; it’s where resilience and spirit are truly tested. And never compromise, not even a litter. This is Stone Island.”
Founded in 1982 in the northern Italian town of Ravarino, Stone Island is the brainchild of Massimo Osti, a revolutionary fashion designer and garment engineer from Bologna. Originally finding its footing in Milanese youth spaces, the brand soon transcended countries to become heavily imbued within the British football terraces of the 80s.
As time went on and subcultures shifted, Stone Island stayed exactly where it was through movements like the acid house and rave scene. But it was a 2014 collaboration with Supreme that truly catapulted the brand’s popularity across the pond and into the mainstream. Rappers like A$AP Nast, Travis Scott and Drake all wore garments with the iconic compass tag on the left sleeve and Stone Island became less of a subcultural thing, and more of a cultural thing. Celebrities argued over who discovered Stoney first and the rise of UK grime music amplified the brand’s importance even more. Check out the full history of Stone Island, from hooligan to high fashion, here.
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