Om Stone Island
Stone Island Origins
Stone Island eller “Stoney” har for alvor ramt amerikansk street kultur i form af Asap’s, Travis Scott og Drake som alle har endorset brandet. Asap Nest og Travis Scott havde endda lidt Twitter beef over hvem der “opdagede” brandet først.
De hurtige vil sætte lighedstegn mellem Stone Islands popularitet og Grime og hele UK’s street kultur som med sit globale gennembrud er ved at eksporteres til amerikansk pop kultur. Der er vel ingen som har ikke har bemærket Drake og Skeptas bromance.
Stone Island er et brand som mange i start 00’erne erklærede for dødt, fordi brandet var blevet synonym med Britisk fodbold hooliganisme og den vold der hørte med dertil. Mange har derfor associeret Stone Island med Casual subkulturen og den stilart af ekslusive brands der hører med. Det er oftest brands om CP, Barbour, Aquascutum, Fred Perry, Paul & Shark osv. Men Casual subkulturen er ikke nødvendigvis synonym med fodbold vold, og det bør Stone Island som brand heller ikke være.
Rigtig mange forveksler Stone Island med at være et Britisk brand, fordi det har været et symbol på Britisk street kultur i så mange år. Både i det mere Urban britiske miljø, men især blandt subkulturen af fodbold casuals. Faktisk så er “Stoney” et et italiensk brand som blev etableret tilbage i 1982 af Massimo Osti. Hans vision var at skabe et brand som gjorde sit absolut yderste i valg af materialer og design.
Læs også. “Oversigt over alle Stone Island forhandlere i Danmark”


Hvordan er Stone Island blevet et symbol på UK Street kultur?
I 1980’erne opdagede Britiske fodboldfans Stone Island på deres mange udebane rejser til Italien, i hvad der hed Europa Cup dengang. Siden hen har Stone Island logo’et været et tydeligt symbol på “casuals”, en subkultur af fodbold supportere som foretrækker klassiske dyre brands som uniform til fodboldkampe. Om Stone Island vil det eller ej, så er brandet blevet synonym med casual kulturen som oftest er forbundet med fodbold vold casual grupperinger imellem hinanden.
I dagens UK er Stone Island bredt langt udover casual kulturen og er blevet populært i den mere mainstream del af UK Street kultur og generel Steet Wear fashion udover Europa. Det er ingen hemmelighed at Stone Island ønsker at ikke kun være kendt som “hooligan” brand og det ses tydeligt i valg af Collab partnere som Nikelab og Supreme
Stone Island har for eksempel i mange år været et ekstremt populært street wear brand i UK. Særligt i det lidt mere urban miljø hvor det er ganske normalt at se the-man-dem på gade hjørnet iført Stone Island tracksuits.
At Stone også har sit sig sine spor i den urban del af UK, ses tydeligt reflekteret hos de største Grime stjerner som oftest ses stolt flashe deres Stone Island gear.
Som nævnt er Stone Island langt mere end bare et hooligan brand. Faktisk har Stone Island arbejdet i mange år på at gøre med sit hooligan stigma, med ønsket om at udvide sin kunde gruppe til andre segmenter end casual subkulturen. Burberry led i start 00’erne af samme problem og lykkedes med at udvide kunde gruppe ved at hæve deres priser kraftigt.
Stone Island tog i 2013 initiativ til en collab med Supreme i håb om at bryde med sit hooligan stempel og vinde ny markeder.
Men det lykkedes alligevel ikke helt for Stone Island at vinde nye markeder, før at en Drake postede et billede af sig selv på hans Instagram profil iført en Stone Island trøje. Derudover har Stone Island været stor sponsor på Drake’s seneste “Boy Meets World” verdensturne. Herefter eksploderede Stone Islands popularitet i USA og resten af Europa. Siden hen har Drake bevaret sin entusiasme for Stone Island og ses tit iført Stone Island Trøjer eller Stone Island Jakker.



Hvad gør Stone Island så unikt?
Har du nogensinde mærket et Stone Island produkt, så ved du at materialet er noget helt specielt. Det unikke ved Stone Island er de ressourcer der lægges i research og valg af tekstil, materialer og design. Stoney har endda sit eget laboratorium, så de kemisk selv kan fremstille unikke farver til deres jakker og trøjer. Stone Islands filosofi er innovation og meget få brands lægger så mange kræfter i produkt udvikling som Stone gør. Er du i tvivl om hvor du kan finde dit Stone Island i Danmark kan du læse mere her.
Stone Island’s marketing afdeling har i mange år arbejdet hårdt på at gøre op sit hooligan image, men med Drake, Travis Scott og deres promoveringer af Stone Island, har brandet for alvor fået gjort op med sit image og indtaget amerikansk og europæisk mainstream kultur på tværs af alders grupper.
Samme tendens har man kunne se i Danmark. Stone Island er virkelig blevet omfavnet af folket på kryds og tværs af forskellige målgrupper.
I kraft af den store efterspørgsel har Stone Island valgt at samarbejde om flere collabs med for eksempel Nikelab og Supreme som altid sælges ud kort efter release.
Stone Island kan ikke længere reduceres til blot at være et Casual brand og er populært blandt mange målgrupper og det hos de kendte med alt fra Travis Scott til Pep Guordiola.
En ting er dog helt sikkert med Stoney. Produkterne sælges ud lynhurtigt og det gælder om at være hurtig når Stoney releaser nye kollektioner. Vi gør vores for at konstant opdatere vores univers med nyeste Stone Island produkter. Men flere af jer derude har luftet utilfredshed med at ikke kunne nå at købe jeres Stone Island inde på de forskellige shops. Derfor har vi samlet denne guide til dig med oversigt over alle Stone Island forhandlere, så du altid kan være på forkant med nyeste Stone Island releases.


Hvor kan man købe Stone Island i Danmark?
Få overblik over danske Stone Island forhandlere
Stone Island i Danmark
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