Everything about Liam Gallagher is suddenly hot news. As announced last week, the famously opinionated Mancunian Brit-pop tearaway will heal a famous 15-year rift with his brother Noel and go back on tour with Oasis in 2025. In the UK and around the world, news of an end to the most notorious sibling rivalry since records began is driving a positive meme storm as fans adjust to the new and unfamiliar reality.
Gallagher may have softened a bit since the ’90s, when Oasis was the defining—and defiant—voice of the decade. But one thing he hasn’t softened on is his love for Stone Island, the Italian brand that has been part and parcel of Britain’s urban DNA since the mid-1980s. And as if to underline it, Gallagher is the official frontman for the brand’s latest billboard and media campaign, shot by David Sims. (Art-directed by Ferdinando Verderi, this campaign—which launched in spring of 2024—is an evolution of the iconic creative work made by Nick Griffiths and Simon Foxton in concert with brand director Sabina Rivetti, which was a Stone Island staple from 2008 to 2023.)
Shot against industrial white, Gallagher is dressed in a well-used Stone Island archival anorak, made of cotton canvas coated in thick, matte PVC, that dates to Stone Island’s second or third season. That’s 1983, by the way. Were it not for the obvious signs of wear, Gallagher’s anorak might easily pass for a piece from last winter’s collection. That’s 2023.
Because as a slice of urban mythology, Stone Island has always evolved at its own speed, on its own terms, and with a middle finger perennially cocked at capital “F” fashion. Die-hard fans would argue—and we’re inclined to agree—that it isn’t a fashion brand at all.
Launched in 1982 by streetwear visionary Massimo Osti, Stone Island (along with its progenitor, CP Company, founded in 1971) established a new way of making clothes and an entirely different way of thinking about getting dressed amidst a one-dimensional Italian fashion industry that was all about tailored, patrician cool.
In Europe—and in Italy and the UK particularly—the clothing resonated quickly and deeply on the street. It was expensive and hard to come by, which only added to its cachet. Distinct from mainstream fashion, it was an industrial uniform of sorts, recognisable to those in the know—a hardcore “Stoney” cognoscenti that now, all these years later, ranges from slim 20-year-olds up to paunchy men in their 60s.
Everything for Stone Island is about the product rather than trends. There are two factors that matter: design and textile research. The garments emulate the functionality of military and industrial clothing rather than the predictable suit and tie, and they’re made from highly specialised performance fabrics and finishes dreamed up in-house and unavailable from anyone else.
Since 2020, the 42-year-old brand has been owned by Moncler’s Remo Ruffini, functioning as a separate entity but benefitting from the broader infrastructure and marketing reach of the Moncler group. Creatively, little has changed. Longtime owner Carlo Rivetti, who came on board in the early ’80s, is still chairman of the board, helping preserve the fashion-outsider vibe while cultivating a larger audience, especially in the US. In the campaign, Gallagher is joined by actor Russell Tovey, DJ Peggy Gou and musician Sage Elsesser, suggesting that the brand still has the bona fides to onboard new generations without alienating the diehards.
Read on for Gallagher’s Q&A with the Stoney folks, pulled directly from the new campaign.
Question 21 of 100
What do you collect?
Just souls.
Question 28 of 100
What is your favorite season?
Football season.
Question 29 of 100
What is your favorite time of day?
I get up at four or five in the morning. Then I’m just waiting for something fucking spectacular to happen.
Question 36 of 100
What is your favorite city in the world?
Manchester City. And Manchester the city.
Question 38 of 100
Do you prefer the desert, forest, mountain, or beach?
Any of them as long as there’s a cheeky little bar.
Question 39 of 100
What advice would you give your younger self?
Life’s been great. It’s had its ups and downs. But at the end of the day, you are playing it.
Question 75 of 100
Classic or modern or both?
All this news stuff doesn’t do it for me. It all stems from the past, which is classic.
Question 76 of 100
What do you eat for breakfast?
I have porridge for breakfast, then if I’m feeling really rock ’n’ roll I’ll have some almonds on it and a bit of honey.
Question 80 of 100
What are you grateful for?
Everything. I fucking love being alive. It’s amazing.
