Innovation continuation: Stone Island
Quite frankly, it would be pretty damn offensive to talk about terrace wear without paying homage to one of the most distinctive and innovative brands; Stone Island. The uniform of football fans across the United Kingdom, the brand is tremendously popular in the football casual subculture throughout Europe. The hallmark of Stone Island is their trademark compass patch which often adorns the upper sleeve of the left arm on many of their pieces. And no doubt football fans wear it like a badge of honour.
Although Stone Island is deep rooted within casual culture, and often football hooliganism – the label has been quick to detach itself from the latter. And in the last five years we’ve seen a major shift in the demographic of buyers. Now popularised in hip-hop culture, music heavyweights such as Drake, Travis Scott and London’s very own Grime superstar Dave have been pictured in some of the labels most innovative pieces.
From knitwear with heat-reactive weaves to jackets constructed from nylon fabric which is laminated with hundreds of glass shards that changes colour from different angles. Over the top? We certainly don’t think so. The brand ethos of Stone Island has always been to push the boundaries of garment design and construction. The label has encompassed on-trend styles whilst staying true to the DNA instilled in the brand by founder Massimo Osti. With modern utility and military styling at the heart of their design strategy, the brands appeal has grown fourfold. Worldwide.
Stone Island Shadow Project Rubberized Linen
The ‘Stoney’ aesthetic is constantly evolving while simultaneously being accessible and wearable to all age-groups and genders. Though the labels relation with the football world does suggest the iconic compass patch is a symbol of masculinity, the brands obsession to rejuvenate their target market has seen the likes of Canadian supermodel Adrianne Ho don Stone Island bomber jackets and hoodies. Renowned collaborations with Supreme has also amplified interest globally (especially with the streetwear scene) in a brand that was formerly unfamiliar to those not living in Europe.
The cult(ish) brand has welcomed its subcultures with open arms and successfully fused two extremes in fashion; luxury and streetwear.
If you’re new to Stone Island, a diehard aficionado, or not yet found the perfect garment to add to your wardrobe pay us a visit down at the Old Truman Brewery and cop some of the latest AW20 Stone Island pieces (at outlet prices!). Now available in-store and online.
