Menswear: Stone Island
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9 Sep 2016 17:12
They have existed 30 years doing what they were doing being adopted by various subcultures. They've changed tack and are now angling their brand to take advantage of all this hype which will generate good global sales for a time but it's also playing with fire. Look at BAPE when they started bringing out blingy shit because rappers were all over it - now it's collab'ing with Puma and trying to become relevant again?
10 Sep 2016 00:14
They might well be taking advantage of all the hype that exists now (specifically to get into the US market which would obviously be a good move for them, seeing as the brand has no presence over there) but are also opening up to a market of people who appreciate Stone Island for the clothes they make and people that now feel OK with wearing the brand as the hooligan association dies off.
17 Jan 2017 21:47
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