Stone Island on the road to decline:
The history of Stone Island brand dates back to 1980’s when the Italian label was adopted by the English Footballers and later on, it came to England too. However, the middle time period was termed as a temporary phase as far as the brand is concerned and has crossed the geographic boundaries to other parts of the world also. The brand became the streetwear name as people who were involved in some sort of rivalries or casualties were believed to wear Stone Island. This phase is basically marked by the introduction of Drake or Supreme and in fact, they are blamed to give such an impression about the brand.
Then in the 90’s, it became popular among the masses when the Gallagher brothers of a rock band, Oasis, played an important role in changing the perception about the brand as they were witnessed watching the Soccer matches showing off the casual Stone Island. Actually, the band was the first one to introduce the casual streetwear clothing among the British youth; most of them were football lovers and were the founders of the phenomenon “the new lad”.
With the passage of time, the brand has emerged as casual clothing by the street boys who are already ready to break a fight out of trivial issues. Even the people like Phil Thorton from Manchester United hooligan have opted out of wearing the brand. Similarly, middle-aged men also do not prefer to go for such brand which is so associated with the Football match fights.
Especially with the introduction of Supreme and Palace, the brand has totally its harm among the youngsters. The new brands like Supreme, work hard on their design and innovation rather than instigating violence among the target customers. This is basically the main difference in approach of the brands. Even other brands do not want to be linked or being compared with Stone Island and Football violence as they believe it to be harming their reputation also. However, from the perspective of Stone Island, it is not possible for them to make headlines unless and until they are linked up with the “Casuals” scene.
Author: Amber Hina is a freelance writer deeply interested in fashion and well-being. When she is not writing, she is doing yoga.