How Drake Made Stone Island Massive In The States
We take a look at the Stone Island Drake relationship over the last few years.
Even when Drake made a guest appearance at this years Reading festival with UK grime artist Giggs, he was seen sporting that iconic compass badge. Its fair to say Aubrey Drake Graham aka Drake has become a bit of a pin up boy for Stone Island over the last few years but how did a traditional terrace label make its way over to the states?
Well first of all, for those who don’t know their Raso Gommato from their Nylon Metal, Stone Island has always had a connection to urban music ever since the early noughties. The first connection the Italian sportswear label had to any genre of music was Britpop with the likes of the Gallagher brothers showing their admiration for the brand throughout the 1990s. Just like the likes of Evisu and Moschino were big on the original garage scene, Stone Island also had its connections with the movement. Its also worth pointing out that a lot of brands go through a full circle lifespan with Stoney being the go to brand in the early 90s followed by a revival in the early noughties thanks to films like Nick Love’s Football Factory and the original grime scene.
Whether they like to admit it or not, Stone Island is, and always will be one of the most celebrated brands on the terraces regardless of whats happening elsewhere. However, things evolve and move forward, which is what Stone Island has done in recent years, yet still maintaining its core loyal following.
Before Drake had the huge global commercial success of ‘Hotline Bling’ in 2015, in which he wore a Moncler Jacket in the video, he had been repeatedly spotted in Stone Island since around 2014. From what started as being maybe a fan of the brand, the Stone Island Drake relationship has seen Stone Island conquer the states from flagship stores in Los Angeles and New York in recent years as well as being seen on the likes of fellow rapper, Travis Scott. The traditional terrace brand has now become a celebrated US premium streetwear label, thanks to Drake, who was also named as one of the highest paid rappers of 2017, earning $94 million in June 2017 alone.
It was only really a matter of time before the brand hit the American rap circuit, collaborations with Supreme New York really hit the last nail into the connecting wiring with its strong hip hop and rap roots from the East Coast to the West. As Drake has become one of the most celebrated artists in recent years, Stone Island has become one of the most sought after menswear labels, not just in the States but all across the globe. The correlation is there somewhere but like usual with trends its a contribution of factors, in this case Drake becoming the rap phenomenon that he did, and Stone Island diversifying with the brands like Supreme and NikeLab, all coming together as one.
As with a lot of celebrities its usually a brand endorsement thing, obviously as time as progressed this is now the case with Drake and Stone Island. What brand wouldn’t want the world’s biggest rapper wearing their gear? Recent news has seen him receive a Stone Island customised pair of Nike Air Jordan 12’s although never an official collaboration as well as being gifted the Stone Island Ben Baller Chain which cost a staggering $100,000. The Stone Island Drake relationship certainly doesn’t look like its going to slow down any time soon. You can also check out feature on the latest Stone Island SS18 drop from a few weeks back.