Clothing manufacturers in the twentieth century were in enormous competition. Therefore, they tried to make their brand extraordinary. Many representatives of both European brands and American fought for the title of best. The benchmark was for people under 35 who could understand and appreciate unusual design ideas and would not spare money to purchase a branded little thing.
Stone Island - clothes that blew up the world and became the most bought among those who do not want to look like everyone else and are not afraid to go beyond the generally recognized format. Brand concept - a person must be recognizable. This is manifested literally in every detail. It is not enough just to create a unique thing, you need to create an image. And the developers of this clothing really managed to do it. Those who wear Stone Island can immediately be recognized in the crowd.
Born at the sunset of war
The founder of this exclusive brand is CP Company , led by Massimo Osti.
This remarkable man was born in Bologna at the most difficult time for Italy, at the end of 1944, when the country was occupied by the Nazis. But, despite all the difficulties, from childhood he gravitated to the beautiful and knew that he had no choice
but to become a designer .
Massimo's full-fledged career began in 1971, when he set himself the goal of creating a clothing company. The dream came true pretty soon thanks to people who also wanted to make a revolution in the fashion industry.
But at the initial stage of his work, his company Chery Chester Company was engaged in the realization of not design ideas at all, but the production of ordinary T-shirts with custom-made prints.
Massimo, of course, did not like this, and in 1982 he changed the company name to CP Company and created his Stone Island clothing line.
Dream come true
Initially, Massimo did not want to see in his brand excessive pathos and extravagance. He laid the foundation for military style and clothing for middle-class workers.
All the hardships of factory production and the embodiment of the idea fell, of course, on him. He became one of those designers who did not disdain to be present at the manufacture of the product itself and even took a direct part in it.
Although Massimo did not doubt the success of his brand, he was constantly thinking about who could wear Stone Island. The answer was not long in coming - already after the first release of the collection in London, the brand gained popularity among football fans who prefer loose clothing.
The combination of quality and originality
The materials used in the production of Stone Island items were of very high quality and solved many problems. For example, Massimo used a water-repellent material - rubber - for a collection of Stone Island jackets. Those who wear this kind of clothing know that it is very practical and essential in everyday life.
Also, the designer’s find was the invention of non-standard, but functional things. So, for example, the first series of MilleMigla jackets from Stone Island was released with sewn-in lenses in the hood and on the wrist of the left hand, so that the person who wears the watch does not need to raise his sleeve to watch the time. These ideas were only the beginning of a coup from Massimo Osti.
Chameleon people
Clothing Stone Island counted more and more functional solutions with each released collection. Design creativity knew no bounds.
The ICEjacket series is another revolutionary breakthrough in the fashion industry. Things from this collection changed color depending on the ambient temperature. This bribed a large part of the youth audience, who wanted to transform and stand out from the crowd.
Business card
The Stone Island brand, of course, has its own logo. It is located (if we are talking about outerwear) on the left sleeve (or on the shoulder) in the form of a piece of cloth on which a chevron with the company logo is embroidered , which is a prototype of the compass as a symbol of constant movement and road.
Over the years, this brand has become popular not only among football players and soccer fans. Now you can meet people in jackets from Massimo in almost any European country.
The main criterion when buying this clothing is quality and practicality. The price is reasonably reasonable. This brand is for those who are not stingy with paying for a worthy and durable thing an amount of $ 50 or more.
Stone Island (photo of things in the article) will not leave indifferent those who seek to show their individuality through simplicity and conciseness.
The line for the fair sex
From the very moment the company was founded, the brand was considered purely masculine. Never in it was the ease and the style that the average ladies prefer.
Still, women's clothing was included in the Stone Island collection, but at the same time, it retained the masculine features. For example, the style in the same jackets remained the same, but the color variety made it possible for the fair sex to stand out with more vivid elements.
Also, in addition to elements of outerwear, the designer of the company came up with what can be put on under her and released a series of jumpers that will warm in inclement weather. They are great for both women and men due to their diversity in styles and colors.
Revolutionary Care
In 1994, significant changes occurred. Clothing Stone Island (whoever wears this brand knows about it) has changed dramatically. The reason for this was that Massimo Osti, without much hesitation, left his brainchild without publicly explaining the reason for his departure.
From that moment, Carlo Rivetti became the creative “engine” of the project. Of course, after the founder left, the subsequent collections no longer had the dose of the eccentricity that Massimo presented.
Therefore, in subsequent years, the company got out only due to his name and abandoned “recipes” produced by Stone Island. Who wears today the things of this brand, he leaves positive feedback about her. But those who found the brand under Massimo speak of a significant difference.
In 2010, the company was sold to eminent designer Enzo Fusco. Carlo Rivetti explained this by saying that the brand lacks significant changes and the revolution that Massimo created. According to him, Enzo and his team will make a huge breakthrough, similar to the one that the great designer once made, and the long-term resources of Stone Island production will help them in this.
Massimo himself did not survive, unfortunately, to this day. He died in the sixtieth year of his life from cancer. But it is safe to say that his great contribution to the fashion industry will never be forgotten, things created by talented hands are still popular and are even used in cinema.
Mad ideas and a bet on quality led Massimo to great success. He managed to outshine many European manufacturers with his Stone Island brand. Who wears these magnificent creations, he retains the part of the designer’s soul, which is forever immortalized in the world history of fashion.