The 2023 Women's World Cup is currently underway with great excitement, and earlier, the England women's football team made it to the semi-finals, just one step away from the final ticket. As part of the deeply rooted fan culture in the UK, we can't ignore the "football hooligans," who even have a dress code known as "Casual." Surprisingly, the Italian brand Stone Island often makes an appearance in this culture.
The connection between Stone Island and British football fans can be traced back to the last century. From 1977 to 1984, British teams dominated European football, winning seven out of eight European Cup titles, including renowned clubs like Nottingham Forest and Liverpool. This was the golden era of British football, which provided more opportunities for British fans to travel to the European continent.
How can one identify like-minded people in a crowd?
One of Stone Island's distinctive features is its highly recognizable compass badge, which perfectly satisfies the "judge people by their clothing" desire of football hooligans. Soon, Stone Island was brought back to the UK by Liverpool fans who followed their team to Italy, and Stone Island jackets gradually became essential items of the Casual style.
Over the years, Stone Island has never sought to cater to the market or change itself. It has never deviated from the spirit of the brand, which is "not following trends, but quietly waiting for the right wave." However, things changed in 2014 with collaborations with Nike and Supreme. Stone Island gained worldwide popularity and received enthusiastic love from figures such as Drake.
In today's era of functional fashion, Stone Island is no longer just a symbol of recognition; it has become a representative and pioneer of a fashion culture.
Shop now: https://www.stoneisland.com/