ST95: From Innovation to Icon

Some brands live quietly in the corners of menswear history — until they’re pulled back into the spotlight by the people who understand their true spirit. ST95 is one of those brands. Originally launched in the mid-90s by Massimo Osti, ST95 was Osti’s experimental playground for pushing fabric technology and functional design into new territory.

Osti, known as the godfather of sportswear innovation, created ST95 with a rebellious energy. His home city of Bologna is noted for its free thinking, creativity and innovation. Osti could only have come from Bologna.

Fast forward to today, and we've re-established ST95 in a way that will only ever honour the work of Massimo. The new ST95 keeps the same spirit alive: sharp, functional silhouettes, garment-dyed fabrics, and a nod to vintage sportswear and military pieces.

The timing of our re-emergence is apt. Having first made its mark in the mid-90s, it returned fairly recently. Sound familiar?

To see a founding member of Oasis mark Manchester's third night of the tour wearing an ST-95 JP-8 overshirt was a nice surprise to us. Bonehead - aka Paul Arthurs - was always the most important member of Oasis after the famed brothers. Before Noel joined his little brother's band (then called The Rain), it was Bonehead who had started the ball rolling, initially bringing Liam in as singer, with Noel following later. A name change and some iconic songs later, Oasis were a real thing and understandably the Gallagher brothers took centre stage, just as Stone Island and C.P. Company stole the show compared to Osti's other brands. For the most part, Bonehead played a vital supporting role, respected and revered. It's therefore fitting that ST-95 is what Bonehead wore last night.

The JP-8 overshirt itself is a perfect example of what we think we excel at. Military-inspired but not overtly so, it’s cut with utility pockets, a crisp collar, and subtle branding — understated but instantly recognisable to those who know. It’s the sort of piece that works anywhere: on stage at a sold-out arena, at the pub, or layered up for a Saturday on the terraces.

In an era where fast fashion dominates and brand heritage gets watered down, ST95 seeks to offer something more subtle. It’s a brand for people who care about where things come from and how they’re made. It’s for those who want their clothes to tell a story — not just of the past, but of how those ideas can keep evolving.

So when Bonehead pulls on an ST95 overshirt, he’s not just wearing a jacket, he’s reminding us that good design and good music share a timeless quality. They were great then, and they were great now. Newness is always welcome but sometimes you can't beat the things that went before, so why try?