Stone Island Denim Research: “The North We Share” by Amina Jeng.
For almost five decades,
@stoneisland has existed at the intersection of diverse cultures. Its iconic compass badge has travelled beyond the fashion industry, beyond garments, becoming synonymous with the hallowed terraces of football grounds across leagues, the thick of crowds at iconic music venues, city streets, and embedded within communities as a quiet, uniform symbol of identity. In the North of England, that unifying symbol carries weight. Through Stone Island, individuals share an unspoken connection. In that, community sits at the heart of the brand.
Community is intrinsic to Stone Island and SEVENSTORE. As demonstrated by its “Community as a Form of Research” campaign series established during the release of its Spring/Summer 2024 collection, community is a two-way conversation. Stone Island recognises those who have helped carry the brand across continents and cultures, as those individuals recognise how monumental the brand has been in defining eras of subcultural style and personal, interconnected history. Through Manchester Fashion Institute student Amina Jeng’s Stone Island’s Denim Research campaign concept, “The North We Share”, Stone Island’s deep community roots in the North of England are celebrated.
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