Apparel manufacturers in the twentieth century were in huge competition. Therefore, they tried to make their brand extraordinary. Many representatives of both European and American brands fought for the titles of the 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 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 should be recognizable. It shows up in literally every little thing. 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 are immediately recognizable in the crowd.
Born at the end of war
The founder of this exclusive brand is C. P. Company, led by Massimo Osti.
This wonderful 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 towardsbeautiful and knew that he had no other 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 aspired to revolutionize the fashion industry.
But at the initial stage of his work, his Chery Chester Company was not engaged in the embodiment of design ideas, but in the manufacture of ordinary T-shirts with prints on order.
Massimo, of course, did not like this, and in 1982 he changed the name of the company to C. P. Company and created his Stone Island clothing line.
Dream come true
Initially, Massimo did not want to see excessive pathos and extravagance in his brand. He based it on military style and clothes for middle-class workers.
All the hardships of factory production and the implementation of the idea fell, of course, on him. He became one of those designers who did not hesitate to be present at the manufacture of the product itself and even took a direct part in this.
Though Massimo had no doubts about the success of his brand, he constantly thought about who could wear Stone Island. The answer was not long in coming - after the first release of the collection in London, the brand gained popularity among football fans who prefer loose clothing.
Combination of quality and originality
The materials that were used in the production of Stone Island items were of very high quality and decidedmany tasks. For example, Massimo used a water-repellent material - rubber - for the collection of Stone Island jackets. Anyone who wears this kind of clothing knows 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 lenses sewn into the hood and on the wrist of the left hand, so that the one who wears the watch does not have to raise his sleeve to check the time. These ideas were just the beginning of Massimo Osti's coup.
Chameleon people
Stone Island clothing has become more and more functional with every collection released. Design creativity knew no bounds.
The ICEjacket series has become another revolutionary breakthrough in fashion. Things from this collection changed their color depending on the ambient temperature. This captivated most 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 fabric on which a chevron with the company logo is embroidered, which is a prototype of the compass as a symbol of constant movement and the road.
Over the years, this brand has become popular not only among football players and football fans. Now you can meet people in jackets from Massimoin almost every European country.
The main criterion for buying these clothes is quality and practicality. The price is quite acceptable. This brand is for those who are not stingy to pay $50 and more for a worthy and durable item.
Stone Island (photo of things in the article) will not leave indifferent those who seek to express their individuality through simplicity and conciseness.
Line for the fair sex
From the very moment the company was founded, the brand was considered purely masculine. It has never had the lightness and style that the average lady prefers.
Women's clothing still entered the Stone Island collection, but at the same time it retained 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 brighter elements.
Also, in addition to elements of outerwear, the designer of the company came up with what can be worn under it, and released a series of jumpers that will keep you warm in inclement weather. They are great for both women and men due to their variety in styles and colors.
Death of a revolutionary
In 1994 there were significant changes. Stone Island clothing (whoever wears this brand knows about it) has changed dramatically. The reason for this was that Massimo Osti, without much hesitation, left his offspring without publicly explaining the reason for his departure.
From that moment, Carlo Rivetti became the creative "engine" of the project. Of course,after the departure of the founder, subsequent collections no longer had a dose of the originality that Massimo presented.
Therefore, in subsequent years, the company got out only at the expense of his name and the left "recipes" produced by Stone Island. Whoever wears things of this brand today leaves positive reviews about it. But those who saw the brand under Massimo speak of a significant difference.
In 2010, the company was sold to renowned 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 Stone Island's many years of production resources will help them in this.
Massimo himself, unfortunately, did not live to this day. He died in his sixtieth year of 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 even used in cinema.
Crazy ideas and a bet on quality made Massimo a huge success. He managed to outshine many European manufacturers with his Stone Island brand. Whoever wears these magnificent creations leaves behind a part of the designer's soul, which is forever immortalized in the world's fashion history.
