Ask any “menswear guy” which brands they think are the real deal, and they’ll usually hit you with the same few names: Rick, Raf, Thom, Bode, Noah. Increasingly, though, they’ll also start talking about Stone Island. Over the last 40 years – but especially over the last decade – the brand has cemented its position as one of the most innovative and forward-looking names in the pantheon of modern menswear. But what, exactly, makes it so special? There are probably elements you already know: the distinctive “Wind Rose” badge that sits on the left sleeve of every garment; the nylon jackets; the technical wizardry.
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