Massimo Osti Italian designer Country: Italy

Biography of Massimo Osti

Massimo Osti was an Italian designer who became known for his innovative and experimental approach to fashion. Born and raised in Bologna, Italy, Osti initially studied graphic design and worked in advertising, creating prints for t-shirts. During this time, he developed an interest in technology and experimented with different methods of printing and image application.

Osti's t-shirts gained popularity, leading to a partnership with the company 'Chester Perry,' later known as 'C.P. Company.' In the 1980s, Osti seamlessly combined his creative talents with business acumen, becoming a successful designer-entrepreneur. He introduced a new concept to the fashion industry by overseeing the entire process of product development and marketing as the brand director.

Alongside his growing business ventures, Osti continued to experiment with materials and their properties. In his own clothing line, 'Stone Island,' he introduced a groundbreaking innovation where garments changed color depending on the temperature. For example, a light gray jacket could turn blue in freezing temperatures. He also created unique designs like the Mille Miglia jacket with lenses integrated into the hood and a lens on the left wrist, allowing the wearer to see the time without lifting their sleeve.

By the late 1980s, 'Stone Island' clothing became immensely popular in England, particularly among football fans, despite its relatively high prices. The brand's military-inspired style, distinctive logo in the shape of a compass, and waterproof fabrics coated with rubber contributed to its success. Osti also introduced reflective jackets coated with glass beads that reflected light, a concept never seen before.

In the same decade, Osti launched another brand called 'Boneville.' However, his ventures 'World Wide Web' and 'ST95' did not achieve significant success. Nevertheless, his 'Left Hand' line enjoyed immense popularity in the 1990s.

In the early 2000s, Osti collaborated with 'Levi's' during a period of declining sales due to fierce market competition. His innovative designs for 'Levi's,' including the jacket 'Levi's ICD+' with an integrated player, phone, headphones, and remote control, revitalized the brand. Although the jacket did not become a sensation, the concept of integrating technology into outerwear continues to be explored by several manufacturers.

Unfortunately, Osti's career was cut short due to his battle with cancer. Despite his illness, he continued to work and released the 'Double Use Massimo Osti' line, which led many to believe that he had overcome his health issues. However, the cancer returned, and Osti passed away shortly before his 60th birthday in 2005.

Massimo Osti is remembered as a truly innovative and experimental fashion genius. While he did not set out to revolutionize the industry, he aimed to align the modern individual's wardrobe with their lifestyle. In an interview, Osti expressed his dream as combining quality, design, and execution in a product and selling it without the excessive markup commonly found in the market. His son carried on Osti's legacy after his passing.