We have a look on the Stone Island Drake relationship over the previous few years.
Even when Drake made a guest appearance at this years Studying festival with UK grime artist Giggs, he was seen sporting that iconic compass badge. Its truthful to say Aubrey Drake Graham aka Drake has change into a little bit of a pin up boy for Stone Island over the previous few years however how did a standard terrace label make its manner over to the states?
Nicely first of all, for those who don’t know their Raso Gommato from their Nylon Metallic, Stone Island has at all times had a connection to urban music ever because the early noughties. The first connection the Italian sportswear label had to any genre of music was Britpop with the likes of the Gallagher brothers displaying their admiration for the brand throughout the 1990s. Just like the likes of Evisu and Moschino were massive on the original storage scene, Stone Island also had its connections with the movement. Its also value declaring that quite a lot of brands undergo a full circle lifespan with Stoney being the go to brand in the early 90s adopted by a revival within the early noughties thanks to movies like Nick Love’s Soccer Manufacturing unit and the unique grime scene.
Whether or not they like to admit it or not, Stone Island is, and always shall be some of the celebrated manufacturers on the terraces no matter whats happening elsewhere. Nonetheless, things evolve and transfer forward, which is what Stone Island has finished in recent years, yet still sustaining its core loyal following.
Earlier than Drake had the massive global commercial success of ‘Hotline Blingin 2015, through which he wore a Moncler Jacket within the video, he had been repeatedly noticed in Stone Island since around 2014. From what began as being perhaps a fan of the brand, the Stone Island Drake relationship has seen Stone Island conquer the states from flagship stores in Los Angeles and New York in recent years as well as being seen on the likes of fellow rapper, Travis Scott. The traditional terrace model has now grow to be a celebrated US premium streetwear label, due to Drake, who was additionally named as one in every of the very best paid rappers of 2017, incomes $ninety four million in June 2017 alone.
It was solely actually a matter of time before the model hit the American rap circuit, collaborations with Supreme New York really hit the final nail into the connecting wiring with its sturdy hip hop and rap roots from the East Coast to the West. As Drake has develop into probably the most celebrated artists lately, Stone Island has change into one of the most wanted menswear labels, not simply in the States but all throughout the globe. The correlation is there someplace but like standard with tendencies its a contribution of factors, on this case Drake becoming the rap phenomenon that he did, and Stone Island diversifying with the brands like Supreme and NikeLab, all coming together as one.
As with numerous celebrities its often a model endorsement thing, clearly as time as progressed that is now the case with Drake and Stone Island. What brand wouldn’t need the world’s largest rapper sporting their gear? Current news has seen him obtain a Stone Island customised pair of Nike Air Jordan 12’s though by no means an official collaboration as well as being gifted the Stone Island Ben Baller Chain which value a staggering Stone Island Jackets $one hundred,000. The Stone Island Drake relationship definitely doesn’t appear like its going to decelerate any time soon. You can also check out characteristic on the most recent Stone Island SS18 drop from a couple of weeks again.
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