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Established in 1982, Stone Island is an Italian brand of high-end men’s apparel. The company is headquartered in Ravarino, Italy and has a major market cap in the United Kingdom. Stone Island is actually a diffusion company of Massimo Osti’s first label, C.P. Company. Stone Island is an unclassified Brand. Massimo Osti never wanted the company to be a fashion brand, he wanted it to be more rogue. 

Company model:

Stone Island is known across Europe especially for its compass patch. Patches are present on left arm sleeves. Though the company is of Italian origin, the company’s unmistakable compass emblem is an inescapable part of the street culture of Britain. Stone Island cannot be exactly deemed as a fashion brand nor a streetwear company. It is something out of the box. The speciality of the company is a special fabric named ‘Tela Stella’ which has a different colour on each side. Massimo Osti’s belief in informal wear led the company to the position it is today. The reason behind the recognition of the company’s linings is its rogue and aberrant style. The company is an online retailer of Jackets, coats, T-shirts, sweaters, knitwear, shoes, bags and accessories. 

Branding and Revenue:

Stone Island became famous when France footballer Eric Cantona wore a Stone Island apparel post-match. Because of his notorious nature and rogue lining, the brand became famous among the Tough Guy. Football played a major role in the branding of the company. Russian, Japanese and South Korean market was penetrated because of Football. This Italian tough brand has an annual revenue of 90million euros annually.

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