The History of the Stone Island brand (1982-2024)

The story of Stone Island begins with Massimo Osti, an Italian designer born in the middle of World War II. Fatherless, he worked from a young age and took evening classes to obtain a diploma in advertising graphics. His first success in textiles came from the sale of screen-printed t-shirts, an innovative concept at the time. This success encouraged him to found his own brand, Chester Perry, later renamed CP Company.

Massimo Osti was obsessed with finding new materials. He explored technical textiles, inspired by the military, and accumulated 35,000 pieces for analysis. In 1978, under pressure from Fred Perry and Chester Barrie for parasitism, he changed the name of his brand to CP Company. This period marked the beginning of his obsession with innovative fabrics, culminating in the creation of the "Tela Stella" jacket, made from military truck tarpaulins. This revolutionary product was launched in 1982 under the Stone Island brand.

The Success of Stone Island

Stone Island is quickly becoming an iconic brand, particularly appreciated for its durable and lightweight jackets. The “Rose des Vents” in its logo is a reference to the maritime and military world. The brand gained popularity, particularly among "paninari" in Italy, English hooligans, and later fans of urban fashion.

The fall of Massimo Osti and the evolution of the brand

Despite his success, Massimo Osti was gradually ousted from his own company by Carlo Rivetti, an Italian entrepreneur. In 1994, Osti left Stone Island for good. His attempt to revive his career with a new brand failed, and he fell into depression, dying in 2005. Stone Island continued under Rivetti's leadership and saw a resurgence through collaborations with Supreme, increasing its popularity in streetwear.

In 2020, Moncler acquired Stone Island, propelling the brand even higher in the world of luxury fashion. Today, Stone Island is known for its innovative and technical pieces, although some critics feel that the brand has lost some of its original innovative spirit. For those who want to honor Massimo Osti's legacy, his son Lorenzo launched the Massimo Osti Studio brand, continuing the family legacy of textile innovation.

The story of Stone Island is one of incredible rise, marked by innovation, resilience, and profound transformation. From its humble beginnings as a military clothing brand to its current status as a luxury giant, Stone Island embodies the constant evolution and lasting impact of a bold, creative vision in the world of fashion.