BRAND PROFILE: STONE ISLAND
22 February 2024Step into the world of Stone Island, where extensive research, continual experimentation and utility reigns supreme. Created in 1982, the label is the brainchild of Massimo Osti, founder of C.P. Company.
In this brand profile we'll take a look back at the label’s formative years, with an insight into how the brand crafts its unique products as well as key sizing tips for your Stone Island products. With the iconic Stone Island compass representing constant evolution and the desire to push innovation further, this is the perfect opportunity to begin your Stone Island journey.
Stone Island Origins
Where does the Stone Island name come from?
Stone Island's name came from Polish-British writer Joseph Conrad’s novels where the words ‘Stone’ and ‘Island’ appear most frequently. Osti took inspiration from the exploration of the novel's themes of maritime exploration. From this, he decided that he wanted to create a brand that incorporated science and fashion.
Where is Stone Island clothing made?
Founded in Ravarino, Emilia-Romagna, Italy, the label’s headquarters remain in the same location. Managed internally, product development, testing and design is at the Sportswear Company Headquarter in the province of Modena.
Through continuous modernisation of expertise and all-around research, the brand’s development has been carefully managed. With an internal and integrated system, modelling, prototypes and dyeing combine with established external partnerships in both research and execution.
What is the ethos behind Stone Island?
Defined by its unique and distinctive research, the label continues to evolve with the ethos of LAB & LIFE together.
LAB - Self-evaluating and reflecting, the label continues to investigate the transformation and enhancement of fibres and fabrics. With each passing season Stone Island doesn’t stand still and its continued adaptation brings discoveries of new materials and production techniques. Setting Stone Island apart, these techniques and materials are unique, pioneered by SI.
LIFE - The status of those who wear Stone Island. With a strong aesthetic that’s recognisable anywhere, the study of uniforms and work clothes can be seen throughout each collection.
Is there a Stone Island Junior?
Yes, 2005 saw the launch of Stone Island Junior. The miniature version of the label’s functional garments, this offshoot is dedicated to children and teenagers.
How are Stone Island and C.P. Company linked?
Both the brainchild of Massimo Osti, Stone Island was founded to complement C.P Company. Launched as Chester Perry in 1971 in order for Osti to pursue his fascination with the utility inherent to things, such as sportswear, workwear, military and industrial applications.
Changing its name to C.P. Company in 1978, the label quickly became known for its burst of creativity in athleisure, with the iconic goggle jacket created for the Italian Mille Migla off-road race in the 80’s. After twenty years of exhaustive innovation in garment and textile design, Osti left the brand in 1994, leaving behind a legacy as the ‘godfather of urban Italian sportswear’.
Who is the Creative Director of Stone Island?
For 30 years Carlo Rivetti has been the driving force behind Stone Island. Born to a family with deep roots in the clothing sector, he graduated with a degree in Economics before moving into the fashion world.
After meeting Massimo Osti, who gave life to Stone Island, Rivetti owned 50% of the label from 1983 onwards and then the company in its entirety from 1993, purchasing from GFT (Gruppo Finanziario Tessile) whom he had previously worked for.
However, it was alongside designer Paul Harvey, an Englishman who lived in Italy, that helped him launch the second era of the brand. After graduating from Central Saint Martins, Harvey decided the world of fashion was to wait, becoming a truck driver for a short period of time. It was only after marrying an Italian woman that he moved to Italy and started to design clothing. His approach to design was led by functionality; this brought him to reinterpret Stone Island, masterfully bringing the brand into the new century.
Designing 24 collections that consisted of evolution and research, they have forever distinguished Stone Island.
Now under the creative direction of Carlo Rivetti, the label continues to speak to a range of ’80s and ’90s subcultures. With each season, new collections showcase Stone Island's utilitarian-inspired designs and complex dyeing processes.
Stone Island’s Subculture
During the 1980s, the label became influential in youth subculture for "wealthy middle-class teens" in Italy due to its unconventional fabrics and designs. This movement was known as the ‘Paninaro’; this youthful audience would serve as the inspiration for the ‘terrace casuals’ movement during the 1990s. Inspiring British football fans on their European adventures, they took the looks and built their own unique subculture around the brand.
After a 2014 collaboration with the iconic American streetwear giant, Supreme, Stone Island was catapulted into the mainstream, becoming increasingly popular across the pond. With the likes of Travis Scott and Drake donning the garments, the label became more widely seen in popular culture. Along with UK grime becoming widely accepted in the mainstream music scene the brand’s importance was amplified even more.
Stone Island Core Products
What products are Stone Island known for?
Stone Island Jackets
Taking inspiration from military uniforms and traditional workwear, innovative textiles and experimental manufacturing techniques combine.
For when the temperature drops, Stone Island’s range of down jackets are designed to keep you warm in the coldest of conditions. Just like the Crinkle Reps Hooded Down Jacket, a testament to the brand's history of fabric innovation, its unique crinkled texture and warm down fill blends fashion with function.
Crafted using durable canvas for a heavyweight and quick-drying outer layer, the label’s Field jackets are often adjustable at the waist, allowing for versatility and easy layering. When it comes to the lightweight shell designs, look no further than Stone Island’s Garment Dyed pieces. Using elasticated cuffs and high necks in order to trap warmth, sturdy woven fabrics with zip-through fronts have your comfort in mind.
Famed for their technical approach, Stone Island Jackets are crafted in nylon monofilaments that are derived from water filtration technology. Changing colour with variations in temperature, the label uses thermo-sensitive fabrics.
Stone Island Overshirts
Stone Island’s expertly crafted range of overshirts are available in an array of different styles. Experimenting with dyes and treatments created in the label’s colour laboratory, each season sees pieces infused with bright, dark, neutral and monochrome tones. Capturing everything from the brand’s illusive utilitarian derived detailing to modern twists, they provide an ideal layer for transitional weather.
Stone Island Hoodies & Sweatshirts
With timeless appeal, look no further than Stone Island’s hoodies and sweats. Designed using brushed cotton fleece, supreme warmth and comfort is guaranteed. The perfect balance of fashion and functionality, each piece has loopback interiors for ultimate comfort.
Achieving solid colourways through garment dyeing, a unique character is added to each off duty piece. With authenticity and quality craftsmanship, each design is usually completed with the iconic Stone Island logo patch buttoned to the arm for immediate brand recognition and appreciation.
Stone Island Materials
With a focus on function, Stone Island has grown its status as a symbol of extreme research on fibres and textiles applied to its innovative designs and materials.
What are they?
Using everything from signature mechanically spun nylon to the softest of cottons, Stone Island is in its own league when it comes to quality. With varying fabrics undergoing dying and technical treatments, each product is unique.
What is Stone Island Nylon Metal material?
One of the label’s most popular fabrics, Nylon metal, reflects Stone Island’s experimental nature. Debuting in 2005, it’s built from a nylon yarn with three parts, the fabric then undergoes an elaborate double-dyeing process at high temperatures. Resulting in a unique appearance, it’s iridescent with tones that change in different lights.
What inspired Stone Island Micro Reps?
Inspired by military style, Stone Island’s micro reps material has weft yarns that are thinner due to a warp that allows it to be tightly woven, thus making it compact and wind resistant. Ensuring that the material is dirt and water repellent, an anti drop agent is also used.
How is DAVID-TC created?
A light star shaped layer that’s sewn whilst being garment dyed at a 130°c, the David-TC fabric is designed to be hard wearing. Due to an anti-drop treatment it is also resistant to dirt and water.
What is Tela Stella?
Unprecedented in the fashion industry, Stone Island invented ‘Tella Stella’, a tarpaulin-like cloth used by the army to cover trucks. With a different colour on each side, the effect was really interesting, however it was decided the fabric wasn’t suited to the brand in the long run, although it has appeared sporadically. Therefore an exclusive range of jackets were created, with each becoming an icon in their own right.
To adapt it for everyday wear, the fabric was softened and then coated with resin and dyed on either side. After being washed using pumice stones the result is a windproof piece that is reminiscent of old oilskins that were weathered by the sea.
FAQS - (Below are a few examples of FAQ’s for the brand if there any other you think of or know the buyers and think they will know audience better please add faqs in as well or instead of faqs already in there)
Stone Island Sub Brands
What is Stone Island Shadow Project?
Introduced in 2008, Shadow Project is a niche performance collection that has a contemporary urban elegance. The brainchild of Creative director Carlo Rivetti, the diffusion label uses revolutionary treatments and textures that creates something unique.
Adopting the same high-tech fabrics and experimental dye technique as the original label,
founders of technical apparel brand ACRONYM®, Errolson Hugh & Michaela Sachenbacher, helped create the first collection. Constantly challenging itself, the Project’s pieces fuse functional construction with an offbeat grit.
What is Stone Island Ghost?
Derived from camouflage, ghost pieces are garment dyed for a monochromatic finish. To blend with the garment, even the iconic Stone Island compass badge is created in a special mono-colour design.
What is Stone Island Marina?
Designed to elevate your casual collection, each season sees Marina collections that encapsulate signature Stone Island brand touches with serene colour schemes.
Expanding its portfolio, the usual creative designs made of technical materials are detailed with eye-catching 'Marina' lettering, presented in a rubberized print.
The iconic Stone Island Badge
What side is the Stone Island badge on?
Crafted from boiled wool and embroidered with a yellow and green compass, the Stone Island badge is usually affixed to the left arm of garments with buttons, making it removable. Referencing a compass, it's fixed with a nautical star and was originally designed with a green edge, however from 2000 onwards the iconic logo became affixed with black on the edges.
What is the inspiration behind the Stone Island badge?
Inspired by a nautical background, the original design came from the ‘wind rose’ compass from Osti’s own wooden sailboat. Representing the brand’s ethos of extensive research and continual experimentation, the iconic compass logo encapsulates the sense of exploration that Osti wanted people to feel when they wore the functional garments.
With several iterations over the years, the Stone Island badge has remained as a coveted symbol of quality and innovation. Normally affixed to the left arm, in the early years many pieces would have the badge affixed to the front of the item. There is even a famous jacket known as the 'right hand badge' jacket released all the way back in 1983.
Stone Island Sizing
Stone Island Styling Tips
Information by the END. Clothing Styling Manager
How do you style a Stone Island Overshirt?
That depends on the season. If I were to wear a Stone Island overshirt in Winter I'd pair it with a mid-layer such as a Down Vest from Taion, or a Fleece Cardigan with a plain T-Shirt under. In Summer I’d keep it simple with a plain t-shirt underneath keeping with the layering.
A Stone Island Overshirt stands out most when layered over a plain T-Shirt or a plain Jumper or Sweatshirt.
Is a Stone Island Overshirt a Spring/Summer piece or an Autumn/Winter piece?
The Stone Island overshirts are included in both collections so therefore, I’d personally say they’re more of an all year round staple. However, I would have to add that they’d be more likely to be worn in Spring/Summer as this is when they’re most functional both as a layering piece and as a standalone due to warmer weather.
I would say it is more a Spring/Summer garment, the reason being the amount of outerwear Stone Island releases each season. Tending to drop multiple times a year especially in the UK, most overshirts are crafted from a single layer of cotton.
How do you style a Stone Island Hoodie or Sweat?
Stone Island Hoodies and Sweatshirts are very versatile and look great with joggers, cargo trousers and jeans.
Due to the standout nature of the Stone Island Badge would you layer the pieces or leave them as standalone pieces?
If the garment had a visible badge, I wouldn’t cover it is usually the focal piece of a customer’s outfit.
Fans of Stone Island love to show off the badge and therefore, they’ll want to show it as much as possible.
Usually working best as standalone pieces, customers who buy these overshirts wouldn’t normally layer it unless it's with a larger outerwear piece such as SI Down Jacket.
Can you put Stone Island with C.P. Company?
No, I would keep the main Stone Island garment the focus but layer it with a C.P. Knit, however I wouldn't have both CP Goggle Lens & SI Badge on show.
As the two brands are adjacent to each other, customers would likely pair them together. However, from a styling perspective we would try to steer away from this since the brands do rival each other. Having the Stone Island badge and the C.P. Company Lens styled together can look quite clashy.
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