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Clobber Culture Editors Picks History Streetwear

How Stone Island Diversified Into The World Of Streetwear & Urban Music

Luke Taylor

From its humble beginnings as an Italian premium sportswear brand we look at how Stone Island has diversified along its 35 year long journey.

Mention Stone Island these days and the chances are most people are aware of the brand as seen on the likes of top American artists like Drake, UK grime artists, Premier League footballers and managers such as Wayne Rooney and the likes of Pep Guardiola. The brand is now arguably the biggest it has ever been having had a continued loyal following from the football scene over the years, Stone Island has now taken a new direction working alongside the likes of Supreme & NikeLab, known as a premium streetwear brand that everyone seems to want a piece of.

Drake Stone Island

Going back 10 years, Stone Island was more of a European thing first surfacing on the UK Grime scene in the early noughties seen on the back of up coming artists such as Kano & Wiley. Having coming out of the 90’s Britpop era, the brand suddenly gained a mass appeal to young urban artists all wanting a piece of the Italian craftsmanship although it was never really classed as a streetwear brand.

In more recent years the brand has taken a new direction to a new audience in the USA opening flagship stores in the likes of New York and more recently Los Angeles. The Stone Island x Supreme collaborations have also seen the brand go down a more streetwear orientated avenue appealing to a new wave of Stoney followers. The same goes for their recent NikeLab collaboration with the year of the windbreaker, appealing to a younger demographic.

asics x jd sports

As the UK Grime Scene has come back into full circle the brand is seen regularly on the likes of BBC Radio 1 Xtra DJ Charlie Sloth amongst a wealth of new talent as seen on his Fire in the Booth show. The brand is now as big on the urban music scene than ever before, but what is all the fuss about I hear you ask? Well just buy the gear and you will be hooked for life, enough said.

Charlie Sloth Stone Island

You can check out the latest Stone Island SS17 collection at stoneisland.com now. Will we see another Stone Island x Supreme NYC collaboration for SS17, just you wait and see. Wouldn’t it be awesome to see Stone Island x The North Face, just an idea for you there Mr Rivetti.

Luke Taylor
Luke Taylor

Luke has lived and breathed the associated lifestyles & subcultures of RC for the last 20 years, as well as gaining a vast knowledge and a wealth of experience in the industry since 2006. His passion is really the techwear side of the spectrum, with brands like Stone Island & Acronym being among some of his personal favorites. Set up in 2013, his industry background & knowledge has seen RC go from strength to strength to become the digital magazine, platform & authority it is today.

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