Durable, luxurious, masculine menswear, and three decades old this year, Stone Island sorts the men from the boys.
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Crafting tough attire for fashion-conscious, hard-grafting individuals, Stone Island’s aesthetic appeal is universal. Standing alone as one of the most influential and widely worn workwear brands, season after season Stone Island set an agenda that others follow. The thick knit materials and rich textile references the label presents are designed with strong men in mind, men like MC and DJ Thristian bPm (pictured right) and like i-D Fashion Editor,Elgar Johnson(interviewed below).
A firm fan of Stone Island, Thristian got dressed up and modelled some of the brand’s current, 30th birthday season looks just for i-D online (make this an extra sensory experience and lock into Thristian’s sounds here). And to accompany, i-D online took time out Elgar to talk all things S.I.. With exceptional style, Elgar has worn Stone Island since his teenage days hanging out around Peterborough. First discovering the brand in charity shops, he went on to to be the face of the label’s campaigns. Now, as Elgar works behind-the-scenes on the lookbook and casting the next generation of S.I. superheroes, we chat with the buffalo boy about his involvement from the early days to present date.
What is your earliest memory of Stone Island?In the early 90s when I was trying to be a grunger and I found a big blue Stone Island jumper at The Salvation Army charity shop in Peterborough. It was love at first sight but I remember I didn’t like the tag on the arm so I wore it without. I guess it didn’t go with my look.
How has the label evolved over the past few years? Stone Island is a phenomenon. I think its audience is huge now and it has moved with the times unlike a lot of brands.
What kind of a man fronts Stone Island threads? The Stone Island man is confident and strong.
Can you tell us about the campaign you modelled in for Stone Island? The shoot I featured in was shot by Nick Griffith and styled by my best friend [and i-D Consultant Fashion Director] Simon Foxton. I remember feeling quite silly because Simon basically took the mick out of me the whole day. I think he was probably jealous.
What is the most treasured Stone Island item in your wardrobe?Probably my chunky beige cardigan, it’s well good.
Why do you think Stone Island is as popular amongst high fashion crowds as it is on the streets? I dunno really maybe it’s because it can relate to all men, it’s stylish but not exaggerated.
What is the crossover point between Simon’s creative vision and the signature Stone Island aesthetic? I remember when he started working on the label and it was the perfect brand. Simon is a genius, he knows how to make men look good. I think he likes the idea of dressing up masculine men, it’s fun for him. Stone Island is the most masculine brand out there right now.
What qualities do you look for in a future Stone Island face? It’s always interesting faces, not always the most handsome. Stone Island men are tough but not street fighters. It’s the attitude that’s important. You wouldn’t mess with them.
What direction will the label be taking in 2012?I’m expecting them to touch down on the moon any minute now.