How the Italian brand Stone Island was born
Despite its short history, Stone Island has earned the status of one of the most popular clothing brands. Its fans include celebrities, athletes and teenagers from different countries. A distinctive sign of the manufacturer is a patch shaped like a wind rose.
Stone Island brand appeared in Italy in 1982. Its founder is a graphic designer, Massimo Osti, who decided to experiment with fabrics. His aim was to create a material with high durability and resistance to sun and humidity. Osti was a fan of militaristic style, and the brand’s first garments resembled military uniforms.
Massimo borrowed the name of the brand from the works of Joseph Conrad. In his works, the writer often mentioned stones and islands. This is how the name Stone Island came about.
First steps
After experimenting with materials briefly, the company introduced its patented Tella Stella fabric. The fabric was dark blue on the front and burgundy on the inside. The brand’s first batch of seven jackets was made using this colour. Then, Osti presented a full collection of clothing.
The brand’s products immediately appealed to Italian teenagers from wealthy families. American style was in vogue, and Stone Island products fit the bill. The company’s products quickly gained popularity in Italy. The presentations of new collections always caused a stir.
In the late 1980s, the company developed new technologies, including:
1. Raso Gommato. Waterproof cotton treated with a polyurethane film. The material gives the garment lightness and durability.
2. Alu C. A variation of Raso Gommato, used for winter garments. Jackets made from this material are usually metallic.
3. Reflective jacket. Water-repellent fabric. The material contains many glass particles that catch and reflect light.
4. Ice jacket. Clothing made from this fabric is ideal for windy weather. It is windproof and comfortable, even in a hurricane. A unique feature of the technology is its ability to change colour depending on the temperature.
The company was actively expanding but needed to look beyond its home country for further development. To this end, Massimo entered into a partnership with businessman Carlo Rivetti. The parties signed an agreement to transfer 50% of the brand. In 1993, Osti decided to leave the company and moved his share to his partner.
A new stage in the company’s development
A significant turning point for the company was the invitation of a new Chief Designer, Paul Harvey, in 1996. His style perfectly matched Stone Island’s vision, which greatly enhanced the brand’s success. Harvey expanded the product range, developed new materials and took the business international. By his departure in 2008, the brand was already a household name in many countries.
In 2020, Moncler Holding bought Stone Island, and the brand has since increased the number of its stores. At the same time, the company has not changed its traditions of quality and style.
