Manufacturers of clothing in the twentieth centurywere in great competition. Therefore, they tried to make their brand extraordinary. For the title of the best fought many representatives of both European brands, and American. Landmark was for people under 35 years who could understand and appreciate the unusual design ideas and would not spare money for the purchase of branded gizmos.
Stone Island - clothes that blew up the world andbecame the most purchased among those who do not want to look like everyone else, and is not afraid to go beyond the generally recognized format. The concept of the brand - a person must be recognizable. It manifests itself in every detail. It's 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, you can immediately recognize in the crowd.
Born at the end of the war
The founder of this exclusive brand is the organization of C. P. Company led by Massimo Osti.
Massimo's full career began in 1971year, when he set himself the goal of creating a company for the production of clothing. The dream came true pretty soon, thanks to people who also sought to make a revolution in the fashion industry.
But at the initial stage of the work his firm Chery Chester Company was engaged in the embodiment of not just a designer's zadumok, but the production of ordinary T-shirts with prints made to 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 own clothing line Stone Island.
Dream come true
Initially, Massimo did not want to see in his brand too much pathos and extravagance. The basis he put military style and clothing for middle-class workers.
All the hardships of factory production and incarnationideas lay, of course, on him. He became one of those designers who did not hesitate to be present at the production of the product and even took part in it directly.
Though Massimo did not doubt his successbrand, but he was constantly thinking about who can 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.
The combination of quality and originality
Materials used inThe production of Stone Island things was of very high quality and solved many problems. For example, Massimo used a water-repellent material - rubber - for the collection of Stone Island jackets. Who wears this kind of clothes, he knows that she is very practical and extremely necessary in everyday life.
Also the invention was a boon.non-standard but functional things. So, for example, the first series of Stone Island MilleMigla jackets was released with fitted lenses in the hood and on the wrist of his left hand, so that the person who wears the watch does not have to lift the sleeve to watch the time. These ideas were only the beginning of a coup from Massimo Osti.
Chameleon people
Stone Island clothing had more and more functional solutions with each collection released. Design creativity had no boundaries.
Серия ICEjacket стала ещё одним революционным a breakthrough in fashion. Things from this collection changed their 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
Brand Stone Island, of course, has itscompany logo. It is located (if we are talking about outer clothing) on the left sleeve (or on the shoulder) in the form of a piece of cloth, on which a chevron with a company logo is embroidered, representing the type of a compass as a symbol of constant movement and 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 Massimo in almost any European country.
The main criterion when buying this clothingis quality and practicality. The price is quite acceptable. This brand is for those who are not stingy to pay for a decent and durable thing the 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 brevity.
Line for the fair sex
From the very inception of the company, the brand was considered purely masculine. Never in it there was no ease and that style that is preferred by average ladies.
Also, except for the elements of outerwear, the designerthe company came up with what you can wear for it, and released a series of jumpers that will warm in inclement weather. They are perfect for both women and men due to their diversity in styles and colors.
Care revolutionary
In 1994 there were significant changes.Clothing Stone Island (who wears this brand, he knows about it) has changed dramatically. The reason for this was that Massimo Osti, without hesitation, left his brainchild, without publicly explaining the reason for his departure.
Since then, Carlo Rivetti has become a creative “engine” of the project. Of course, after the founder left, the subsequent collections no longer had a dose of the originality that Massimo presented.
In 2010, the company was sold to the famousdesigner Enzo Fusco. Carlo Rivetti explained this by the fact that the brand lacked significant changes and the revolution that Massimo was creating. 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 long-term production resources will help them in this.
Massimo himself did not live, unfortunately, to our days.He died in the sixtieth year of his life from cancer. But it can be said with confidence that his great contribution to the fashion industry will never be forgotten, the things created by talented hands are still popular and even used in cinema.
