This zine is an exploration of Stone Island’s relationship with the football casuals movement and the rise and fall of football hooliganism in Europe. The link saw the brand fall out of favour with the fashion industry, become re-appropriated, and take on a whole new identity. Snowflake documents Stone island’s adoption by football subcultures in the early ‘90s to its current resurgence and embrace by rappers and celebs. It’s an interesting idea that in the modern age of marketing, a carefully positioned brand can have its perception completely altered by the people who choose to adopt it.

Stats: 140mm x 200mm, 60 pages, saddle stitched on uncoated stock. Edition of 30.