From the touchlines to the terraces, an Italian clothing brand has woven itself into football culture. Stone Island, renowned for its luxury and high-end style, has become one of the most coveted labels among supporters, players, and managers alike. The brand’s apparel is pricey, with hoodies costing up to £700 and jackets reaching £2000.
Advertisement Manchester City ’s Pep Guardiola and former Brighton & Hove Albion head coach Roberto De Zerbi are frequently seen wearing Stone Island, proudly displaying the iconic badge on their left arm. Rooted in the 1980s, where fashion and football intersected, Stone Island quickly gained prominence. As English clubs celebrated European success, fans sought new experiences abroad, adopting diverse styles.
The surge of hooliganism in the UK further propelled Stone Island’s popularity, with expensive brands becoming favourites among ‘ultras’. The Athletic has explored how the tradition of ‘getting the badge in’ became deeply ingrained in the game. Stone Island’s roots can be traced back to the vibrant Paninaro movement of the 1980s, a subculture that began in Milan and spread across Italy.
Defined by a love for high-end fashion and luxury living, as it was portrayed across the country’s media, it embodied a societal shift. At the forefront of this movement was Stone Island, founded in 1982 by designer Massimo Osti. With its distinctive detachable badge and innovative use of materials, the brand quickly gained recogniti.