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Stone Island

Stone Island has become an increasingly cult menswear name in the UK - a high-tech sportswear design company, predominantly famous in its home country of Italy. Its clothing range is focused in the casual clothing market, and it has become instantly recognisable for its military styling and urban feel - as well as high tech styling, fabrics and functional construction, all designed for the modern male lifestyle.

The Stone Island fashion label has had a lively journey to its current structure - it was originally created back in in 1974, under the brand name 'Chester Perry'. By the end of the 1970's, it had become C.P. Company, and eventually grew into Stone Island in 1981 as a sportswear and urban clothing company, with its emphasis in innovative clothing and highly functional garments. In the mid 1980's, the company was subject to a takeover by Rabaldo Togna and GFT and Carlo Rivetti arrrived in 1999 in the role of Managing Director.

The company now operates a portfolio of design collections - manufacturing, developing and distributing under various brand names, including Stone Island, Stone Island Juniors, CP Company and CP Company Under-16, amongst others. Each range offers a slightly different offering, to differently targeted market segments.

To deliver its core brand values of functional design, technology and stylish quality, Stone island puts great emphasis on innovation and product research - it's known in the fashion industry as a 'design laboratory' and seeks to constantly create new looks and trends with developments in garment construction and detailed finishes. It also uses a number of innovative materials which have been developed as part of a partnership with selected fabric production companies, and operates a number of project partnerships with other designers and textile research organisations. Stone Island also invests heavily in fabric and garment manufacturing technology and commissions a good deal of research into the latest production techniques. For example, the company has developed a cutting-edge dyeing/printing facility, which has ultimately seen great strides being made in the field of fabric dying techniques, and the results of the project have included the production of new colouring combinations and techniques - such as the ability to dye five or six colours onto a single garment - and offer new functional finishes

Since its creation, Stone Island has produced over 40,000 clothing items - all with the core urban, utilitarian and military design themes. The company's main designer is Gionata Malagodi, who is Italian born - in fact born and raised just a few miles away from the company's headquarters!

In the UK, the flagship Stone Island store is in London's Soho, and the brand is attracting increasing interest from both the urban male market and the fashion industry. Opened in 1999, it was one of the first stores dedicated entirely to the cult brand. The store also offered a revolution in design, showcasing glass walk ways, digital art installations and steel shelves supported entirely by magnetic walls

Nowadays the clothing range offers everything from denim, tshirts, outerwear, sweaters and hoodies and trousers - to footwear and accessories. All items have a strong emphasis in function design and an urban utilitarian feel, all of extremely high quality and finishing. There is also a range for juniors - offering Stone Island classics for the younger male market, and all items are designed to withstand modern urban and active life, and designed to last whilst retaining the superior look and feel of the garment over time.

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