Renowned as being one of the go-to labels for football casuals, it appears as though Italian brand Stone Island are now looking to legitimise their position within football by buying shares in Serie C side Modena F.C.
Stone Island began life in 1982 as a high-end Italian designer label and today is well known in the football world, with its Italian heritage tying it to the casual-era of fashion on the terraces. Although it has also become a more mainstream label after being worn by musicians such as Drake, with Pep Guardiola also being a major proponent of the label in recent years. But now, if reports in the Italian press are to be believed, the brand is looking to create a proper connection with the game by purchasing shares in Modena F.C.
Modena represents the same region of Italy where Stone Island originated, and the rumoured purchase would see the brand owning 30 percent of the team. The purchase would open the door to the the Italian fashion house then showcasing its apparel on-pitch, following the current trends set by PSG x Jordan, Juventus x Palace x adidas, and the possible recently rumoured collaboration between Inter Milan and Palm Angels.
This would not be Stone Island’s first foray into the world of on-pitch footballing apparel, with the brand supplying kits for the competing teams at the Chinatown Invitational over the last few years. The Italian press says that an announcement regarding the purchase likely won’t happen until 5 March, when minority shareholders would be released from their stake in the club, but it looks as though all the pieces are in place for the next fashion label to cross into the world of football.
A step closer to a Stone Island football capsule collection? On that same note, we've looked at which streetwear x football club collabs could work for 2020.
