2. Personal SWOT
Strengths Weaknesses Opportunities Threats
My main strength is knowledge of the
fashion industry and trends, due to
working in the fashion industry for over
2 years and being heavily intrigued by it
from a young age. I am hard working
and work well alone or within a team
while being diligent and organised. I
have determination and have proved
this over the past year while juggling
work commitments and college work
and still managing to hand work in on
time.
I can lose focus and become easily
distracted however I have learnt to
manage this better.
I need to stay focused and put myself
forward more so I can get where I want
to be.
The main threat to me at the minute is
work commitments. Because I
currently work in the fashion industry I
cant lose this job and I've got to keep
up with college work and at times it’s
hard to do this.
3. P
A
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T
P
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How Fashion Works
• Careers
• Swot
• PESTEE
• Basics of Shops
• Globalisation
• Environments
• Discover Nottingham
• E- Brochures
• History
• Concept to Consumer
Selfridges
• Visual Merchandising
• Competitive Shops
• Marketing
• Brand Analysis
• Making Shop Window
• Advertising
• Styling
• Customer Profile Store Layouts
• Merchandising
It’s in the Brand
• Range Analysis
• Designing
• Buying and Merchandising
• Pricing Strategies
• Buying Strategies
• Supply Chain
• Sewing Techniques
• Garment Technology
CAD
• Photoshop
• Mood boards
• Range Plan
• Blog
• Floor Layouts
• Google SketchUp
4. Review of Past Projects
• In past projects I enjoyed the creative aspects and growing my knowledge towards sustainability. I also enjoyed creating
ranges and doing both rough sketches and CAD of garments. The thing I enjoyed most was the marketing tasks, creating
posters, billboards and adverts. This lets you be fully creative and show the type of design style you have when marketing
for brands. I enjoyed creating images/pages that where visually appealing and the fact that I was free to design them
however I wanted, giving me the freedom to be original was a great opportunity. It also, gave me a chance to imagine
what it would be like to design and work for some of the brands I researched and match the designs and layout to the
brands history and values.
• I didn’t really enjoy the Selfridges Visual Merchandising work and some of the ‘it’s in the brand’ work. I feel both units
where too lengthy and felt myself losing interest throughout. For the most part I enjoyed CAD, however I didn’t enjoy
doing floor layouts and using Google SketchUp.
• I think my existing knowledge of the fashion industry and having done graphic
design in sixth form helped me. Having worked in fashion I already had basic
knowledge of the industry and this helped me with working to deadlines and
keeping everything organised. I already knew how to use Google SketchUp and had
a basic knowledge of Adobe Photoshop from my graphic design course in sixth
form.
• I would either like to go into shop management or the marketing/advertising side
of the industry.
9. I
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• The ideas I produced are all the initial thoughts I had on what I
wanted my FMP to be about. Initially I wanted to do
something on the link between fashion and music. Why sports
stars dressed the way they did and how music and sports
influenced fashion and the people within them. I wanted to
research that and turn it into a magazine, however found
there wasn’t enough information out there to do so. I knew I
wanted to incorporate sports and the nineties. After thinking
about it for a couple days, I found out Stone Island had
just became shareholders in Serie C side Modena FC. This then
gave me the idea to create a new sustainable kit for the
upcoming 2020/21 season.
• The mood board I created was purely based on iconic Serie A
kits from the nineties. I chose the nineties as in my opinion, it
was the most iconic decade for football kits. Many of the
designs were bright, loud and way over the top. So ugly they
were beautiful. Most of the images I got from my phone that
I'd saved from Instagram posts. The other images I got from
Google images.
• After the mood board I created a second mood board on the
things I love and that inspire me. I love Nottingham Forest as
they are my local team and Stone Island is my favourite band
because I think there early collections from the eighties are
some of the best clothes ever made. Both Oasis and The Stone
Roses inspire me as they where both a group of lads that came
from nothing and made it big. The image of New York also
inspires me as that is somewhere I would love to go and
maybe even live one day.
10. PESTEE
POLITICAL ECONOMICAL SOCIAL TECHNOLOGICAL ETHICAL ENVIROMENTAL
• Brands will sometimes
take political stances
when it comes to
marketing and in their
clothing/products. They
can raise awareness on
certain issues effecting
the public and attract
more customers.
• High end clothing and
streetwear is a huge
market. This is possibly
due to the impact
social media is having
and all the influencers
on their platforms.
• The resale market is
now a multibillion-
dollar industry. With
sites such as, eBay,
Depop, Goat and Stock
X, where people will
sell products for more
than RRP.
• Sustainable clothing is
one of the fastest
growing trends in
fashion that is only
going to get bigger.
• Consumers will often
pay for the brand name
rather than the quality
of the garment.
• Products with massive
media attention that
gain ‘hype’ from the
streetwear community
become “must have”
items. Due to this the
price of the item
increases massively,
making them
inaccessible for most
people.
• Social media and social
media influencers play a
massive part in
increasing brand sales,
as they promote them to
their followers.
• Consumers are
becoming increasingly
more aware about
where and how their
clothes are made.
• Celebrities will promote
brands through social
media to their followers.
• Huge increase in brands
that will only sell online.
• Social media being used
to inform consumers of
release dates and new
products.
• Brands rely heavily on
social media to promote
new products.
• New after-market apps
such as, Stock X, Grailed
and GOAT being used to
resell products for more
than RRP.
• New fabrics are being
made that won't harm
the environment and
some that will improve
sporting performance.
• Most high-end brands
will make their
products in Europe or
the US. There is an
overall better standards
and regulations for
both the garments and
the workers.
• More and more brands
are changing the ways
they do business to
accommodate to the
current climate crisis.
Making promises to
become more
sustainable.
• The fashion industry is a
massive burden to the
environment from the
transportation of goods,
dyeing garments and the
amount of waste
produced.
• Resale sites encourage
you to buy unwanted
new and used products.
11. Overall, I believe high end brands are starting to make changes to decrease the damage their clothes are making to the
environment. However, I still think the changes aren’t yet enough to make the big difference that is needed. On the other
hand, sporting giants such as, Nike and Adidas have taken massive strides to greatly improve their products to cause as little
harm as possible to the environment. This has resulted in massive success, not only in brand sales but also how they are
viewed by consumers.
From the social aspect I believe things are going in the right direction. Consumers are becoming more and more aware of
what they are really buying, and making an effort to buy less and wear more. Whilst the resale market might get a bad name
due to sellers increasing the price way above RRP just because of the brand name and it’s exclusivity. They are still selling
unwanted items that are usually used, to a new owner, therefore giving the product a new life.
Sustainable fashion is one of the fastest growing trends and one that has had a huge impact on the fashion industry. In the
future I believe it will become law for fashion companies to work by strict guidelines that will aid both the workers and the
planet. Sustainable fashion gets better each week as new and improved fabrics are being made for both casual and sports
attire.
To conclude, I believe that sustainable fashion will become apart of everyday life and become the norm in the future.
Manufacturers will have to follow strict guidelines to make sure little to no harm is being done to the environment and that
their workers are treated and payed fairly.
PESTEE CONCLSION
12. C
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S
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D
S
Surroundings
With the population and
climate crisis constantly
growing, people are being
forced to reduce waste and
energy use. If we don’t make
the effort to reduce our
consumption, waste, and
energy use areas will become
increasingly polluted, more
waste and, gridlock traffic due
to overpopulated cities.
To fix the problem we have to
improve our carbon footprint
and invest in products that
wont cause harm to the
environment or people.
Barcelona 2019/20 Third Kit – 90’s Inspired
Technology
Technology is constantly improving and
finding new ways to make sportswear
better both for performance and the
environment. There is now a fabric
that can harvest energy from
movement, energy-harvesting yarns
that can be woven into washable
textiles. Adidas has also started to
make shoes that are good for the
environment which I think will soon
transition into the football world and
we will see a new style of football
boot.
75 percent of all Nike
shoes and apparel now
contain some recycled
material. Nike has
diverted nearly 5
billion plastic bottles
from landfills since
2012.
13. C
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S
U
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T
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N
D
S
Strengths Weaknesses Opportunities Threats
• We are learning new things
every day on how we can
better ourselves and how we
can help the planet.
• The world is becoming
overpopulated meaning, less
space, greater energy
consumption and more
waste.
• With an every growing
population and roads
becoming more and more
congested, we are being
encouraged to communicate
through video calls. Meaning
we are more likely to
communicate to more people
across the world.
• While the damage to the
planet is significant it’s not
irreversible.
• The obvious threats are that
to the environment. If we
don’t change the way we live
soon, the damage we have
caused will be irreversible.
Strengths Weaknesses Opportunities Threats
• New and improved
technology that can improve
physical performance.
• Many new sustainable
technologies are still
prototypes and still being
tested. It will still be a long
time before it fully comes into
the sporting world.
• With new technologies being
created all the time, the
possibilities seem endless.
• With sustainable technology
constantly improving and
growing in popularity, more
and more people will start to
adopt a cleaner, healthier
lifestyle.
• I think one of the biggest
threats will be the cost of
sustainable garments. In the
early stages these items will
be expensive and will only
drop in price when more
people start to buy them.
Surroundings
Technology
14. RETAIL AWARENESS
This article explains how both fashion itself and what we wear will
change now we are leaving the European Union.
This relates to my project as it can increase the price of materials and
create difficulty in sourcing some sustainable fabrics.
One disadvantage is that the price of clothing is going to increase,
therefore increasing the price of materials. This is since trade
arrangements we once relied upon will be no more.
Fashion will become very political and designers will be expressing their
emotions through upcoming collections.
All Italian football has stopped across all competitions
as Italy are currently under lockdown.
With Coronavirus having spread across most of the world,
borders are now being closed until further notice, causing
complications with the distribution on goods.
One advantage of this would be that all flights and a great
deal of transport will stop. This will have a massive positive
impact on the environment.
15. Strengths Weaknesses Opportunities Threats
• Patriotic fashion. Many
brands will use Brexit as a
way to sell more clothes by
using British imagery.
• The price of clothing will
increase due to no longer
being in the European Union.
• Fashion education in the UK
to stall. The UK has always
been able to attract some of
the brightest young students
to study in England. However,
stricter country borders could
stall transfers.
• This time of change can make
people connect more,
especially through fashion.
Designers will use their
emotion in upcoming
collections to express their
opinions on Brexit.
• Fashion becoming too
political could drive people
away.
• Aspiring students could face
difficulty leaving the country
to do research or study
abroad.
Strengths Weaknesses Opportunities Threats
• One of the only real
advantages of the virus is
that, a large deal of transport
will temporally stop. This will
mean rivers and lakes will get
clearer and the air in heavily
polluted cities will be safer to
breath.
• Due to the virus many
companies have closed down
stores and will no longer
order in materials. This will be
a huge blow to the economy
and workers in poorer
countries.
• I think due to the
improvement in the
environment, more
companies will reflect on this
and change the way they do
business. Cutting down their
carbon emissions and waste.
• We are unable to tell how
long the virus will last, which
will cause many issues in the
fashion industry.
• Borders will be closed
meaning nothing comes in
and nothing comes out.
Putting a delay on
many shipments.
Brexit
Coronavirus
R
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17. My questionnaire was inspired by the old teletext football results. I loved the old
school look and colours used and thought it went perfectly with my idea/theme.
I downloaded the font from www.galax.xyz. I selected the default font.
To get the font into Microsoft Word and onto my questionnaire, I firstly had to add the
downloaded font into the fonts folder, which is located in the control panel. After this I
simply had to type in the name of the font into Microsoft Word and select it.
To get the colour of the font to match the original, I used the eyedropper tool and
hovered over the text on the image. I then highlighted the sub headings on the
questionnaire and selected the teal from the recently used colours.
I wanted the questions to include the three main subjects of my project, football,
sustainability and Stone Island. I think the questions I have asked will really help my
project progress and give me a better insight on peoples knowledge on my three
chosen subjects.
18. Are you familiar
with the brand
Stone Island?
Do you assosiate
Stone Island with
football?
Do you own any
Stone Island
garments?
Are you aware of
Forest Green Rovers
and what they are
doing?
Would you approve
of more football
clubs going
vegan/sustainable
Do you prefer
modern football kits
or 90's kits?
Would you ever
wear a retro
football top
casually?
Do you own a
football kit/top?
7 7
4
2
6
1
5 5
0 0
3
5
1
6
2 2
QUESTIONNAIRE
Yes No
19. Questionnaire Evaluation
• Age range: 14 – 50
• From my questionnaire I have found key information that will help me move
forward with my project. One pf the positives I can take from this is that
everyone I asked knew of Stone Island, what's even better is that all those
people also associated the brand with football, fitting perfectly into my theme.
However, many people were not aware of Forest Green Rovers and what they
have been doing. Once I had informed the people who took part in my
questionnaire on how Forest Green Rovers are the very first vegan football
club, they all would want to see more clubs do the same. The people who did
not own any Stone Island garments either didn’t like the brand or thought it
was too expensive. The majority also preferred the overall look of football in
the nineties, especially how loud and vibrant the football kits were. Another
positive I can take from this is that, most people both own a football top and
would wear one casually.
20. In 2017, Forest Green Rovers was officially recognised as the worlds first vegan football club after they received the Vegan
Trademark from the Vegan Society.
With Forest Green ditching the traditional burger and chips off the menu and replacing It with freshly made veggie burgers, vegan
fajitas, and a revolving menu of locally-sourced vegan dishes. They have made a huge impact on fans, players and have even inspired
other clubs to do the same. Since becoming the worlds first vegan football club, Forest Green Rovers following has sky-rocketed and
is now known all over the world, bringing in a lot more money and viewers.
Recently there has been many documentaries showing how a plant based diet can greatly improve a persons health, especially for
an athlete. So Forest Green decided to become vegan because of the huge environmental and animal welfare impacts of livestock
farming and improving player performance. They also improve fans health with a full vegan menu and make it a talking point for
fans and locals.
Green energy – The entire club is powered by 100% green energy from Ecotricity, some of which they generate themselves with the
solar panels on our stadium roof and the solar tracker at the ground entrance
Organic pitch – even the grass they play on is sustainable, free from pesticides and herbicides
Electric ‘mow-bot’ – They cut the grass with a GPS-directed electric lawnmower, powered by energy harnessed from the sun
Saving water – They collect rainwater from beneath the pitch to use for pitch irrigation so we don’t have to use mains water
Electric vehicle (EV) charging points – They recommend sustainable travel to all games, and even provide EV charge points from The
Electric Highway
21. Forest Green’s latest kit for the 19/20
season is inspired by nature. The new
design is inspired by animals natural
camouflage (zebra striping) which makes
it harder for rivals to judge their speed
and direction.
The new shirts are also the first in football
to be made from bamboo. The new kit
being made of 50% bamboo mix. Forest
Green are also working with their kit
partner PlayerLayer, to further develop
this approach and create 100%
sustainable high-performance sportswear.
Forest Green also want to build the
greenest football stadium in the world,
‘Eco Park’. The stadium is made almost
entirely out of wood and will be the first
of its kind. With a capacity of 5,000, Eco
Park, would be sited in parkland where
some five hundred trees and 1.8km of
new hedgerows would be planted.
22.
23. I
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I have picked the idea of Stone Island curating a sustainable football kit for the 2020/21 season due to their recent
intertest in buying a 30% stake in Italian side Modena FC. Modena being where Stone Island originated. This intrigued me
as I am a massive fan of Stone Islands work and love the whole look of the Italian leagues. With Stone Island becoming
such a large share holder, they will have access to both design and sponsor the new kits.
Stone Island inadvertently already have a massive link to football and casual culture ever since the late eighties. In the late
1970s when many hooligans started wearing designer labels and expensive sportswear in order to avoid the attention of
police. They didn’t wear club colours, so it was easier to infiltrate rival groups and to enter pubs. However, after Liverpool
faced French Side St Etienne, English fans acquired European fashion brands, and introduced them to the rest of England.
This would change casual culture forever, as brands such as, Stone Island and CP Company where now considered casual
uniform.
I believe there is a massive gap in the market when it comes to fashionable football tops. While people are wearing retro
sportswear, the vast majority are poorly made remakes and not originals. This of course is not good for the environment.
On the other hand, you do still see people sporting the latest kits casually. However, unlike the timeless classics of the
nineties, once the season finishes and the new kits are released, the likelihood of that top being worn again is very slim.
My product would also be sustainable which is a huge selling point for many of the younger generation.
I’d say my unique selling point is really the sustainable side to my product, along with creating a product on a brand as high
end, and with such a rich history as Stone Island. Whenever Stone Island collaborate with another brand it creates a huge
buzz across the internet, it’s usually one of the most anticipated clothing releases each year.
My overall theme is the Italian football scene and style from the nineties. I want to create a football kit that pays homage
to nineties Italia, all while being sustainable, functionable and fashionable. I want to combine football and fashion by
creating a football kit that represents Modena FC's history , whilst including traits that Stone Island are so well known for.
Traits such as, new and experimental colours/dyes/new materials and pushing boundaries.
25. COLLABORATIONS • The mood board in the previous slide was
to showcase past collaborations between
designers and football teams/sportswear
companies. You see a streetwear brand
such as Palace curating a football kit for
Juventus to high-end designer Off White
releasing a sportswear collection with
Nike. It shows that sportswear can both be
fashionable and functional. The Palace x
Juventus kit sold out in seconds, just like
the Yeezy football boots and many of the
Off White garments. This shows there is a
huge following and hype around these
types of garments.
• The Stone Island x Soho Warriors
collaboration was for charity purposes and
the football kits where never made
available to the public. When images of
the kits first surfaced online, people went
crazy for them.
28. MODERN VS NINETIES
(FABRICS)
• In the nineties football was transformed, huge amounts of cash was
coming in through satellite TV companies and old terraces where
swapped for fully seated stadiums. The new changes meant admission
fees had increased and with the all new seated stadiums, hooliganism
that plagued the eighties was finally on the decline. Replica kits where
now starting to be marketed which was a huge success as the vast
majority of supporters would have one, to show their support for their
club. Shirts had to look good not only on the pitch, but off it too. With
artificial fabrics now being used, manufacturers would change the kits
every season, which made supporters unhappy as no one wanted the
previous campaigns kit and didn’t want to have to buy a new one every
year. In 1991 Adidas had designed Tottenham Hotspurs new kit which
included both a long baggy shirt and long baggy shirts to go with it. This
quickly became the norm as every team in England and Scotland would
soon be sporting a similar kit.
• A new wave of intricate designs that consisted of abstract patterns,
splotches, scratch marks and barcode stripes. Since the late 2000's kits
have been simpler in their design with subtle piping and plain trim at
collar and cuff. As time has gone on, kits seem to get plainer and plainer,
focused more on performance. Football kits need to have a distinctive
and fashionable look as they are worn all over the world. You see the
back of a Manchester United, Real Madrid or Barcelona top from any
angle, you know immediately what team it is.
29. STONE ISLAND HISTORY
Carlo Rivetti
Massimo Osti
Massimo Osti started his first label C.P. Company in 1974. Stone Island was set as a
secondary line or diffusion collection of his main label. The brand specialized in
surface treatment of fabrics and dyeing techniques. GFT bought the company in
1983, Osti left in 1994, it is now run by Carlo Rivetti.
Stone Island sells everything from Jackets to wallets, it even sells clothes for kids
aged 2-14. The only thing they don’t sell is jewelry. Stone Island is a high-end brand,
with the cheapest item being a t shirt (£115) and, the brands most expensive product
being a jacket (£2995). Stone Islands sales have increased throughout the past 5
years due to its collaborations with Nike and Supreme. This has also made more
celebrities aware of the brand. Rappers such as, Drake have been spotted wearing
the brand frequently and posting pictures on social media, with the garment on.
Stone Island’s strength lies in its unique capacity to work on the
finished garment, via continuous experimentation with dyes and
treatments created in the Sportswear Company’s color laboratory. A
department capable of combining advanced technology, experience
and human capacity, that over the years has developed more than
60,000 different dye recipes.
31. Target Audience (Stone Island)
Age: 2-55 (However, they are mainly targeting 25 – 35 year olds)
Stone Island appeals to such a wide age group due to it having a kids line, which fits kids aged 2 – 14 years of age. It also
appeals to the older generation due to its popularity in football culture. Many fans in the 80s and 90s were huge fans of the
brand, and the love for the brand has stayed with them. Also passing it down generations and is a reason why its still popular
in the football scene because fans want to look a certain way. It is also now starting to appeal to teenagers and people in
their 20s, due to it reclaiming its status as a luxury brand, and doing collaborations with companies such as, Supreme and
Nike.
Gender: Male
Stone Island only do a menswear and a kids line. All the models are male, even the kids. This might be due to its popularity in
football from the 80s all the way up to today. As women's football has gained popularity in the last 5 years, they may want to
branch into a womenswear line or maybe unisex products.
Salary: High End
Stone Island is a high end luxury brand as mentioned previously, with its cheapest product being a t-shirt for £115, an its
most expensive being a jacket for £2995. To buy Stone Islands products you would need a good income from a well paid job.
32. Research Methods - I gathered my primary research
through a questionnaire I made and an interview I
conducted with my dad who grew up in the nineties.
As for secondary research, I used a magazine called
Proper. Proper Magazine has showcased 80/90’s
Stone Island from Massimo Osti, which helped to see
the look of the brands early work. I also researched
articles and social media pages.
I have learnt some more on Stone Island and some of
their past collaborations. I have learnt a great deal on
sustainable fashion and fabrics that can improve
physical performance. I now have a much greater
knowledge on Italian football in the nineties.
My aim is to design and create the upcoming
Modena FC 2020/21 football kit. It will be a
collaboration between Modena FC and Stone Island.
Also, the new kit will be sustainable.
My next step is to do more research on Modena FC
and their past football kits. I want to
incorporate Modenas history and Stone Islands
identity whilst paying homage to nineties Italian
football. I also need to come up with a
range analysis of three potential football tops, along
with doing research into manufacturers to get a
blank shirt…….although this could be difficult due to
Coronavirus.
Research evaluation
33. RESEARCH IDEAS
Kit designs
Kit colours
I want the kit to pay
homage to both
Modena’s history and
Italian football of the
90’s. I also want to
include what makes
Stone Island so
unique, creative
materials and
colours.
Material Fabrics
Logos
Research into all past
and present logos
Stone Island have
had. Place them onto
my final design to
decide what logo
best suits the jersey.
Sponsors
Research on popular sponsors especially one
that will connect with the people of Italy and
Modena. Research into what sponsorships are
not allowed.
Range analysis
On different shaped, sized shirts
to show the ideas I have. This will
allow me to put my vision onto a
screen and be able to judge
them.
Questionnaire
Ask friends and family what
designs and colours they like, to
try get a general ideas what the
public like.
34. My Next Intentions
My next steps are too create a range analysis including
different football jerseys with different designs. Different
colours, patterns, materials and collars. This will help me to
put my visions onto the screen and allow me to judge them
and aid me in my final outcome. After this I want to
research more into what colours and patterns were popular
in 90’s Italian football, the pattern and shape of the
jerseys. I also want to further my research into Stone Island,
some of the materials and dyes they use, and also all of
their past logos. I will also be doing research into popular
sponsors of the 90’s to find an appropriate sponsor. I will
have to stay clear of any alcohol and smoking brands. After I
have made a few designs I will ask my friends and family
through a questionnaire, which design is their favourite.
35. Coronavirus
Coronaviruses is a disease in animals, caused by a family of
viruses. Different to most diseases in that the spectrum of the
disease is broad, with around 80 percent of cases leading to
mild infection.
The virus has impacted my project in many ways, the biggest
being lockdown. Unlike most of the country my lockdown
started around 3 weeks before everyone else, due to my
brother getting ill, meaning I couldn’t go to college or work.
Due to the lockdown I am unable to complete my final
outcomes due to materials not currently available to order, no
money coming in as I am no longer at work and unable to go
outside to complete my photoshoot. Even if I could do the
photoshoot, I don’t have access to certain software that the
college offer such as, Adobe Photoshop and WGSN. I will need
Photoshop to edit my pictures from the photoshoot and to
create my final designs for the football top.
36. Coronavirus -
Impact on Fashion
Coronavirus is having a negative impact on the fashion
industry, that is only getting worse. The virus escalated in the
midst of the fall 2020 fashion month season, causing brands
and design houses to close their doors.
One example would be Paul Smith, a company I currently
work for. They had to stop work in the warehouse due to
safety reasons and social distancing rules. They also, had to
stop due to a stop in deliveries from Italy, China and Portugal.
Paul Smith rely heavily on these locations to get their stock
into the UK, to be sent off to retailers all over the world. I cant
see work going back to normal until not only the UK recovers
from this, but Italy, China and Portugal too.
38. Stone Island Logos
Strengths Weaknesses Opportunities Threats
• Stone Island is one of the
most recognisable brands
anywhere in the world. The
compass badge is one of
the most iconic logos ever
created.
• Due to the arm badge
being so popular, Stone
Island are able to sell some
pretty poor-quality
garments for ridiculous
amounts of money.
• Because of Stone Islands
inadvertent connection to
football hooliganism, it has
put many people off the
brand. Some people not
wanting to be associated
with that crowd.
• Stone Island have made
very small changes to their
iconic compass badge since
its first appeared in 1982.
Stone Island could easily
reproduce some of its
more sort after archival
pieces and bring in a ton of
hype.
• With the brand constantly
changing styles to more
suit the times and trying to
escape from the football
casual image, it can turn a
lot more people away from
the brand than it brings in.
39. Stone Island Materials
• Micro Reps: A classic nylon, the warp and weft fibres are of different
thicknesses, allowing for a much tighter weave than a traditional nylon
fabric. Providing natural weather resistance, and serves as the ideal
base for the brand’s garment dyeing experiments.
• Nylon Metal: Nylon fibres with an irregular structure are woven as
grey weft and white, ready to dye warp threads, and undergo an
elaborate double-dyeing process to produce a fabric that has an
iridescent sheen in different lighting conditions. This can produce a
subtle three-dimensional effect, or be used with bright, contrasting
colours to provide some wild results.
• Tank Shield: Crafted from matte polyester fabric, the whole jacket is
first assembled and then internally laminated with overlapping panels
of a weatherproof, breathable membrane, giving superior weather
resistance and a near-seamless look.
• Heat Reactive: A highly limited capsule, the Stone Island Heat Reactive
jacket from SS19 was a cotton ripstop construction, printed all over
with a three-colour fractal camo design in a heat reactive pigment. As
the wearer’s body heat warmed the fabric, the pattern became
brighter and more prominent, also revealing a large Stone Island logo
to the back.
40. Strengths Weaknesses Opportunities Threats
• Constantly improvising and
changing with the times.
Seems like there is
something new every
season.
• With the brand releasing
new materials and new
styles on a regular basis, it
brings in new customers.
• With new styles being
released on a regular basis,
some older customers won't
accept the change and, in
turn will stop buying
products.
• Many long-time Stone Island
fans believe the quality and
design of the garments has
worsened in recent time.
• Stone Island have a massive
fanbase including many
celebrities. In recent years
we are seeing more and
more American and
Canadian celebrities
sporting he iconic compass
badge.
• With Stone Island seemingly
targeting a new audience,
they could potentially lose
many older customers.
Stone Island Materials
41. • Stone Island make their clothes in Italy. Both of their headquarters are based in
Italy (Ravarino, Milano).
• duly comply with the provisions of this Code of Ethics, and
refrain from any conflicting
behavior;
• report to the Supervisory Board any information concerning
alleged violations of this
Code of Ethics that may have occurred within the Company;
• provide full cooperation in investigating the possible and/or
alleged violations of this
Code of Ethics;
• notify the requirements of this Code of Ethics to third
parties entering into relationship
with the Company and request compliance thereof.
Employees are required to:
Ethical Principles
• compliance with the laws and regulations as
applicable in all countries in which
Sportswear operates;
• fairness in treating employees, freelances and
customers;
• transparency and reliability;
• honesty, fairness and good faith;
• confidentiality;
• value of persons and human resources;
• respect and protection of the environment.
45. MODENA FC
Conclusion
Modena FC are a football club that was
founded in 1912 and play in the
Alberto Braglia stadium. Modena FC
have played in their famous yellow and
blue strip ever since they where
founded all the way to today. Yellow is
one of Stone Islands main colours
along with many earth coloured dyes. I
want to keep the home and away strip
as close to the original as possible,
whilst adding a touch of nineties
detailing. However, for the alternate
strip (third kit) I have more freedom.
Modena FC have already had, red,
purple, turquois and white kits so I
want to do one that really embraces
Stone Island and the beautiful city of
Modena.
46. Nike –
Sustainability
• 75% of all Nike shoes and apparel now contain some recycled materials. Nike has also diverted
nearly 5 billion plastic bottles from landfills since 2012. At least 12 of those bottles where used to
make each of the Nike federation kits from the 2018 FIFA World Cup.
• For both Nike’s Fast Fit Vaporknit kits and Nike’s Match jerseys, the process involves melting
down 12 or 18 recycled plastic drinking bottles, respectively, to produce a fine yarn. The bottles are
cleaned, shredded into flakes then converted into pellets. From there, the pellets are melted and
extruded into the high-quality yarn used to create the kits, delivering peak performance with a
lower impact on the environment.
• Nike is arguably the largest sportswear brand in the world along with having one of the most
recognizable logos ever made. Whilst Nike haven’t always been the most eco friendly company,
they are starting to go in the right direction. Now using post consumer recycled materials in their
products and, creating an app that helps you compare the environmental footprint of different
fabrics. Also, usually when a brand as big as Nike start to make changes to aid the environment,
both their competitors and smaller brands start to adapt and better their ways.
47. Bamboo Fabric
Fabrics have been made from
bamboo for thousands of years but
has only recently been perfected.
Bamboo fabric is made by
extracting the bamboo cellulose,
soaking the bamboo fibres in a
natural enzyme solution. Then
finally, spinning the fibres, which
can then be woven into fabric.
Creating bamboo fabric can be
harmful to the environment when
using certain methods. However,
bamboo cellulose can be created
with a closed loop production
process. This doesn’t chemically
alter the structure of the cellulose
used, which results in a fabric that
can be considered purely organic.
The solvents used in closed loop
production can be reused again and
again.
48. Strengths Weaknesses Opportunities Threats
• Very breathable – Hugely
important for physical activity.
• Sustainable - No chemical
alteration. Can also reuse
solvents again and again.
• Stretch ability (Give) – Bamboo
fabric has a lot of give which is
a positive when you are trying
to suit up a football team.
• Moisture wicking – This fabric
has the ability to pull moisture
from the skin using tiny, built-
in capillaries. Moisture is
drawn to the exterior of the
fabric, which makes it easier to
evaporate.
• Lightweight
• Fabric is highly prone to
bobbling/pilling – Could need
to be replaced on a regular
basis.
• Because the fabric absorbs
sweat, it can encourage
microbial growth.
• Does not offer great
protection from the sun.
• Bamboo fabric is easy to dye
and is done so without the use
of harsh chemicals and using
methods which use less water
than conventional dying
methods.
• Bamboo kits could be worn all
year round as they keep you
cool in summer and war min
winter.
• With Bamboo fabric growing in
popularity, the price is set to
increase and carry a higher
price tag compared to cotton.
Bamboo Fabric
49. Organic Cotton
Organic is the only system that
eliminates any toxic substances from
the environment. Organic works for the
long-term benefit of people and the
planet.
Other fibres can be grown on organic
farms, like hemp, flax (linen), jute, silk
and wool, but cotton is one of the
most commonly used materials in
fashion and textiles. Non-organic
cotton has been dubbed the ‘world’s
dirtiest crop’.
50. Organic Cotton
Strengths Weaknesses Opportunities Threats
• Less synthetic chemicals used
– Better soil health from the
lack of toxic pesticides and
fertilizers.
• It often creates less of an
impact on wildlife,
ecosystems, and the health of
individuals that work in the
cotton industry.
• Growing organic cotton usually
means better and fairer
working conditions for
laborers.
• Softer fabric to normal cotton.
• Even though it is better than
normal cotton, the long-term
impact on the environment is
still devastating.
• Produces lower yields, more
land must be used.
• Some natural pesticides are
just as harmful as synthetic
products.
• Might need more labour and
time-intensive job. This would
be a positive for the economy.
• Very easy dye/print on. • It may be better than normal
cotton but in the long run it
proves to be just as harmful.
51. Hemp Fabric
• Hemp is the only plant that is edible, you can
wear it, build with it, make everyday products
with it and treat health-related issues with it. It is
truly the most versatile eco-friendly plant in
existence today. Processing hemp fibre is also
more eco-friendly than linen not requiring a pool
of water to soften and breakdown the fibres and
fewer chemicals are needed for treatment
compared to bamboo. Hemp is a natural source
requiring the least amount of water, contains
more fibre for clothing in less square footage, and
has the least carbon footprint compared to other
natural sources for clothing. Hemp fabric is also
hypoallergenic, pest resistant, and you can find
more organic hemp farms.
52. Hemp Fabric
Strengths Weaknesses Opportunities Threats
• Hemp is not only used to make
clothes but also biodegradable
plastics and biofuels. It can
also be used in health foods.
• Non-toxic .
• Renewable .
• Non-polluting.
• Needs very little water and
pesticides to grow.
• Grows quickly, and leaves the
soil is in better condition
because it has been
replenished with nutrients and
nitrogen.
• Strong and durable.
• Protection from UV rays.
• Absorbent.
• Sometimes mixed with cotton.
• Very though fibres
• Absorbs water slower
compared to bamboo
• Dries slower compared to
bamboo
• Easily dyed with
vegetable/organic dyes.
• Hemp is easily the most
organic material right now
with no real threat to the
environment or people.
53. Evaluation
• Research Methods – I gathered my primary research
from my job. I was able to get information from Paul
Smith and how they where handling the situation.
However, any other forms of primary research where
hard to do as we are on lockdown. For secondary
research I mainly used news articles and social media.
Instagram was the main form of social media I used, for
the pictures and pages dedicated to Stone Island and
nineties football.
Liam Gallagher
wearing Stone Island
circa 1996
54. Bibliography
• https://www.fgr.co.uk/ - Forest Green Rovers
• https://www.lyleandscott.com/ - Lyle & Scott x Lovers FC
• https://www.instagram.com/loversf.c/?hl=en – Lovers FC
• http://www.galax.xyz/TELETEXT/INDEX.HTM - Teletext font for questionnaire
• https://www.sportbible.com/football/transfers-kit-stone-island-look-set-to-buy-30-stake-in-italian-football-club-20200225 - Stone Island x
Modena FC
• https://www.highsnobiety.com/2015/06/10/football-kits-90s/ - Fabrics
• https://footballtripper.com/italy/modena-stadium/ - Modena FC stadium
• https://interact.nottinghamcollege.ac.uk/moodle/pluginfile.php/128462/mod_resource/content/1/Mintel_2030_Global_Consumer_Trends%20%2
81%29.pdf – Consumer Trends
• https://www.t3.com/features/9-new-fabrics-and-technologies-changing-the-clothes-you-wear
• https://www.bbc.co.uk/sport/football/51901183 - Retail awareness/Coronavirus
• https://www.glamourmagazine.co.uk/article/how-brexit-will-affect-fashion - retail awareness/Brexit
• http://www.historicalkits.co.uk/Articles/History.htm - Football kit evolution
• https://www.supremenewyork.com/ - Images of Supreme garments
• https://www.stoneisland.co.uk/ - Images and brand values/ethics
• https://www.toohotlimited.com/ - Images of vintage Stone Island garments
• https://versus.uk.com/ - Modena FC/Stone Island article
• https://hypebeast.com/ - Modena FC/Stone Island article
• Jersey templates (slide 34) from Instagram: Mundial
• https://www.telegraph.co.uk/news/2020/05/01/what-coronavirus-pandemic-covid-19-virus-start-china/ - What is coronavirus (Slide 34)
• https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fwww.depop.com%2Fproducts%2Foyabunla-1982-stone-island-fireman-
jacket%2F&psig=AOvVaw3FeOwrd6Za4uHqSnKr9S_C&ust=1588427302073000&source=images&cd=vfe&ved=0CAkQjhxqFwoTCJCXqPrnkukCFQAAA
AAdAAAAABAD – Stone Island logos (Slide 37)
• https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fwww.pinterest.co.kr%2Fpin%2F84815454230202
6536%2F&psig=AOvVaw01N8fYhmcKumZGql0NRkHV&ust=1588427637244000&source=images&cd=vfe&ve
d=0CAkQjhxqFwoTCLiE2OPokukCFQAAAAAdAAAAABAD – Stone Island logo 1990 (Slide 37)
• https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fwww.flannels.com%2Fstone-island-badge-
hooded-sweatshirt-532880&psig=AOvVaw2WUAw-
Y8LFgV4s5LLRHINo&ust=1588427887540000&source=images&cd=vfe&ved=0CAkQjhxqFwoTCLjF35HpkukCF
QAAAAAdAAAAABAH – Stone Island logo 2000’s (Slide 37)
• https://www.aphrodite1994.com/blog/index.php/stone-island-brand-guide – Stone Island materials (slide
39)
• https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.dexigner.com%2Fnews%2F32205&psig=AOv
Vaw3s1S7zqlLvPjSfQq_ZeD5S&ust=1588692382438000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCLiQl
87CmukCFQAAAAAdAAAAABAO - Stone Island Model (slide 40)
• https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcSEomEMI6hfBo6ovYRYN_dPMzULX-
wE6Q0TAQGLBRvhB5tn4jrW&usqp=CAU - Stone Island overalls (slide 38)
• https://www.google.com/imgres?imgurl=https%3A%2F%2Fvignette.wikia.nocookie.net%2Ffifa%2Fimages%
2Fe%2Fe0%2FModena_FC_logo..png%2Frevision%2Flatest%2Fscale-to-width-
down%2F340%3Fcb%3D20180303162715&imgrefurl=https%3A%2F%2Ffifa.fandom.com%2Fwiki%2FModen
a_F.C.&tbnid=HxnC0NgQ9bTxbM&vet=12ahUKEwiF2q6SyprpAhVSPhoKHYMYCdsQMygBegUIARD0AQ..i&do
cid=FO9I9xHad_47PM&w=340&h=515&q=Modena%20fc&ved=2ahUKEwiF2q6SyprpAhVSPhoKHYMYCdsQM
ygBegUIARD0AQ - Modena FC logo (slide 43)
• https://www.colours-of-football.com/colours03/ita/modena/modena_2.html - All images of Modena FC kits
(Slide 44)
• https://news.nike.com/news/sustainability-football-kits - Nike - Sustainability (slide 46)
• https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fnaturesfabrics.com%2Fcollections%2Fbamboo-
fabric&psig=AOvVaw3IuXaynaGlw5eiiXvyszja&ust=1588935796286000&source=images&cd=vfe&ved=0CAIQ
jRxqFwoTCJjC45_NoekCFQAAAAAdAAAAABBH – Bamboo picture (slide 47)
• https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fsewport.com%2Ffabrics-directory%2Fbamboo-
fabric&psig=AOvVaw0YY1CDTzqoTesm5RAjauaZ&ust=1588936493556000&source=images&cd=vfe&ved=0C
AIQjRxqFwoTCPCAie7PoekCFQAAAAAdAAAAABAV – Bamboo fabric (slide 47)
• https://forest-green-rovers.myshopify.com/collections/kit/products/19-20-home-shirt-adult - FGR kit (slide
48)
• https://www.google.co.uk/search?q=organic+cotton&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiZjquW
5qHpAhW_SxUIHWrcAxIQ_AUoAXoECA4QAw&biw=1366&bih=655#imgrc=vShYAY9-gVrqDM – Picture of
cotton (slide 49)
• cottonconnect.org/planting-seed-organic-cotton/ - Cotton plant (slide 50)
• https://wwd.com/fashion-news/fashion-scoops/how-coronavirus-effecting-fashion-industry-trade-shows-
stock-prices-1203508244/ - (slide 36)
• https://thenewhealthcycle.com/2019/02/14/hemp-wins-most-eco-friendly-clothing-fabric/ - Hemp picture
(slide 52)
• thenewfashionnorm.com/2017/05/02/hemp-pros-cons/ - slide 52
• https://www.google.co.uk/url?sa=i&url=https%3A%2F%2Fwww.indiamart.com%2Fproddetail%2Fhemp-fabric-
20593055191.html&psig=AOvVaw2b0UQl8_C-
ABIAP9QpH2vT&ust=1588957786999000&source=images&cd=vfe&ved=0CAMQjB1qFwoTCJj6pJafoukCFQAAAAAdAAAAABAE – Hemp fabric
(slide 51)
