Two separate entities in the form of fashion label Stone Island and independent design agency Acronym joined forces last season to create a unique capsule line under the co-branded label "The Shadow Project".
Founded by legendary Italian designer Massimo Osti in 1981 as an off shoot of the successful CP Company; Stone Island is not your traditional, and certainly not your average fashion house. It has often been said that Massimo Osti is to fashion what The Matrix is to film and this certainly seems to be the case with Stone Island, which even today through its futuristic vision remains loyal in its promise to deliver customers fashion with function.
Known within the clothing industry as the "Laboratory Company" Stone Island has heavily invested in the research and implementation of fabric handling techniques. Design is at the forefront of Stone Island’s collections yet artistic creation is uncompromised. Simple materials don’t exit within the companies realm, instead hybrids are used, born from various laminates, generated through specialised dying, washing and coating processes making Stone Island undisputedly one of the most recognised and respected brands within the fashion industry today.
Fast forward thirteen years to 1994 and the German design agency Acronym was established by university friends Michaela Sachenbacher and Errolson Hugh in Munich. The partnership focused on pushing the boundaries of design whilst maintaining and expressing a unique viewpoint of mixing traditional outerwear fashion with the most technical and futuristic design.
Due to this distinctive outlook Acronym won projects such as the Analog MD Clone Jacket (voted ‘Coolest Invention of 2002’ by Time Magazine) and landed exclusive collaborations with companies such as W.L. Gore and Associates (the inventors of Gore Tex) and in 1997 with Massimo Osti. These assignments allowed Acronym to demonstrate their capabilities in advanced styling and functionality.
So, why then if two autonomous brands are thriving in their individual fields would they choose to undertake such a risky challenge by moulding a co-brand label?
Stone Island and Acronym are firm believers in the idea that should you stop learning then you stop evolving and as both brands are leaders in their specialised areas, they know they must never stop developing their key strengths and are keen to turn any weaknesses into power tools for the future. With this Trojan like work ethic in mind and the fact that, these two companies are made up from a similar DNA, they have worked together to develop their genes and by doing so have created a fresh and intelligent take on form and function through fashion and design.
Following what may appear on the surface at least, a basic formula the "Shadow Project" uses subtle colours and simple silhouettes in its design, yet each piece features intricate detailing. By reversing logical thinking the brand forms its garments from the inside out, ensuring each piece has a function and will work with and complement any other item within the collection. This concept is particularly enticing to the Shadow Project customer, as it means not only are they buying an item for a season but they are making an investment for the future which they can continue to add to as the project evolves regardless of when their original item was produced and/or purchased.
Following what may appear on the surface at least, a basic formula the "Shadow Project" uses subtle colours and simple silhouettes in its design, yet each piece features intricate detailing. By reversing logical thinking the brand forms its garments from the inside out, ensuring each piece has a function and will work with and complement any other item within the collection. This concept is particularly enticing to the Shadow Project customer, as it means not only are they buying an item for a season but they are making an investment for the future which they can continue to add to as the project evolves regardless of when their original item was produced and/or purchased.
Words: Sanyika Odieté
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