Like the Brand Itself, the Best Stone Island Pieces Stand the Test of Time

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The first time I encountered Stone Island was when I was in college, doing a study abroad semester in London. Every local—and I mean every local—was sporting the iconic badge: an embroidered compass on the sleeve of a sweater or jacket or hoodie, buttoned or sewn onto the upper left arm. The boys were wearing them at clubs, at school, at the pub, at museums. You could find a posh Mayfair financier wearing a Stone Island sweater just as easily as you could go to an East London chicken shop and see that same logo splashed across the arm of a sweatshirt. It's hard to believe there was ever a time that I didn't know what Stone Island was, considering how it lies in the highest echelons of my favorite brands now. But even then, it was just a matter of time before I was looped into the one of the most hyped, historically impactful labels of modern menswear.

The many (many!) cool London boys I saw wearing Stone Island were, as it turns out, just the latest iteration in a long line of Stoney-wearers. In 1982, the brand was born in Ravarino, Italy, as the brainchild of designer Massimo Osti. (Sound familiar? He's the same dude who founded C.P. Company in 1971.) In the '80s, Stone Island quickly found love amongst the paninaros of Milan—that is, the local youth who hung around panini bars and were popularizing a retro, 1950s-Americana aesthetic in Italy. Eventually, the British came on holiday, saw what was up, and then, they did what they do best: They brought that shit back to England for some good ol' appropriation.

In the UK, Stone Island snowballed. Football hooligans developed a cult-like subculture around the brand, and it quickly became a marker of team support amongst terrace casuals, AKA diehard fans with luxurious fashion tastes. By 1992, the Stoney emblem was an identifier of a fellow hooligan as well as a cop deterrent; wearing expensive, Italian-made garments evidently drew less negative attention than flashy team colors.

As football dictates much of popular culture in the UK, Stone Island quickly transcended terraces and found its way to a different kind of stadium. A quick Google search will pull up dozens of iconic photos of Britpop icons wearing the label, from Oasis's Gallagher brothers to Blur's Damon Albarn. It has rampant influences in the grime scene, and is a common denominator between celebrities of all kinds, from major footballers (Ted Lasso's Jamie Tartt is a fictional example whose love of Stoney is definitively grounded in reality) to megastars like Jay-Z, Drake, and ex-One Directioners Zayn Malik and Louis Tomlinson. The brand has had a victorious westward expansion from its roots in Italy, sweeping through Europe to reach America, where it—historically—was the subject of some major rap beef between A$AP Nast and Travis Scott, arguing via Instagram about who discovered Stoney first. Do you know how iconic of a label you have to be to produce that kind of clout-fueled drama?

In an era where a fashion house is more than just a label, though, Stone Island's triumph is unique. Every brand wants to be known as one of a kind—no one else is doing it like this! Stone Island is, in fact, one of the very few luxury brands that is one of a kind. Before the celebrities and footballers and hypebeasts, Stone Island was grounded its principles of research and innovation. Osti engineered innovative fabrics that fashion hadn't seen before, including a thermosensitive fabric, liquid reflective fabric, and rubber wool.

At a Stone Island showroom a few months ago, I was amazed at how durable and tough the pieces were; some high fashion feels so delicate, you don't want to wear it out for fear of ruining it forever. Stone Island feels like you can wear it through the winds and rocks and waters of the North Sea and be perfectly fine. In fact, Stone Island gets its name from the nautical novels of Joseph Conrad, and the integrity of the brand reflects the high-stakes survival scenes of its source literature. Its motto—"exploration, experimentation and functionality"—is woven into each of its pieces; it's no wonder there are hundreds of vintage Stoney pieces floating around the Internet that look pristine. If you don't see the hype around the brand just yet, well, you're only a few decades behind. Keep your eyes peeled for that badge, next time you're out and about. In a sea of swooshes, stripes, and monograms, it'll be the logo that differentiates the sheep from the savants.

Garment-Dyed Cotton-Jersey Hoodie

A quintessential Stone Island piece, this garment-dyed hoodie uses the technique the brand is known for to get a soft, worn-in feel.

Logo-Appliquéd Piqué Polo Shirt

A nod to the brand's '80s roots and '90s popularity, this polo is a timeless take on OG Stone Island apparel.

Logo-Appliquéd Cotton-Jersey Sweatshirt

The easiest way to make a gray sweatshirt look chic and stylish is by slapping a Stone Island patch on the left arm.

Tech Nylon Fleece Shorts

When you wear technical shorts, you want to get peak durability and performance out of them, right? These are equipped with all the bells and whistles, from an elasticized waistband and back zip pocket to welted side pockets and a breathable nylon fabric.

Logo-Appliquéd Cotton-Blend Twill Overshirt

A prime example of Stone Island delicately walking the line between workwear and luxury.

Stretch-Cotton Crewneck Sweater

From New York to London, this is the sweater that fashion boys wear to take a quick fit pic. It's one of those "if you know, you know" things.

Hooded Cotton Jacket

This is the kind of jacket that you'd see someone like Liam Gallagher wearing, and wonder why the hell he looks so damn good.

Stretch-Cotton Polo Shirt

This polo with twin stripes on its collar is a look straight out of one of those panini bars I mentioned earlier. Does anyone else get a little peckish looking at Stone Island?

Raglan Sweater

Hundreds of variations of this very Stone Island sweater are being sold at criminal costs on eBay as we speak.

Logo Bucket Hat

The only hat you'll ever need.

Old Treatment Sweatshirt

Pair with trackies and white socks for the full look.

Logo Graphic T-Shirt

Sans patch, plus pocket. Anyone who takes a second to read the logo on your new favorite shirt will be quietly impressed.

Compass-Motif Sweater

With a newer, monochrome compass logo, this sweater is a perfect snapshot of the modern Stone Island sensibility.

Ghost Piece Cotton Fleece Polo Sweatshirt

I'm actually getting this garment-dyed piece for myself. When you see it splashed across my Instagram for the next five years, drop a fire emoji in the comments, will you?

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