Fashion

How Joint Stock Company Became Your Favorite Brand’s Favorite Brand


In 1973, just two years after founding the brand, Osti revolutionized clothing dyeing, a process that treated garments as raw, undyed, and then dyed. What Osti and CP have come up with is applying the dyeing process to products made from a variety of fabrics and textiles, creating rich, varied palettes that will develop an awe-inspiring finish. as they age. In 1981, CP became the first company to manufacture synthetic fabrics for dyeing, as opposed to natural fabrics – a process for which Stone Island would later become its trademark. However, in terms of origin, textile dyeing is synonymous with JSC.

The use of garment dyeing is especially remarkable when you think about what CP Company clothes actually look like – the process ends up completely transforming a cold, colorless raw fabric. The shirts themselves have a militaristic vibe to them that sometimes borders on the old-fashioned—check out the brand’s popular Mille Miglia jacket, which features fold-down glasses on the reminiscent hood. to wartime gas masks. Lots of cleverly placed pockets or cleverly zipped compartments don’t leave the illusion that these pieces serve a real-world purpose — cool, calculated design. However, as Pungetti pointed out, dyeing clothes adds “warmth.” [and] something more romantic” for the pieces. Grigoletti, chief marketing officer, adds that “the technique of dyeing clothes adds nuance and a human feel” to the products.

It also allows the Joint Stock Company to create puzzle pieces that challenge trust. Co-founder of the acronym Errolson Hugh still remembers the first time he saw a reflective vest, while visiting Studio Osti in Bologna, in the mid-90s. “I saw my first reflective jacket (in blue!) on my back! Lorenzo Osti [Massimo’s son], when he walked into the studio,” he recalls. “My jaw was on the floor and obviously nothing was the same after that.”

This is a recurring theme when talking to people about CP. Daniel Sandison, co-founder and editor-in-chief of Mundial, Hypebeast’s former and football-focused magazine, said: “Had this bright red Watch Viewer jacket from two or three years ago, almost. like crepe paper. “It was as hot as pink as everyone else wore Stone Island black coats. But I like that jacket because you look like a Paninaro in Milan in 1982.”

That aesthetic is central to CP’s identity and success, especially on English football pitches. “It was Osti,” Sandison said. “It felt inaccessible and classy in the early 90s – that was not the British working-class aesthetic and they wanted to feel like they were from Florence or Milan. It’s like you’re on a boat, not on a council estate. “

In some respects, JSC has been a victim of its own success: Osti has paved the way for a new generation of tech fashion brands — acronym, Guerrilla Group, Nemen, and, yes, even Stone Island — while adding traditional brands to the growing demand for functional sportswear. It mastered techniques that are now more closely aligned with rival brands. It helped create the blueprint for a modern-tech fashion aesthetic: bags, fabrics, utilitarian urban ethos behind the designs.

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