MASSIMO OSTI AESTHETIC
By the time he launched ST-95, Massimo Osti’s aesthetic was well established—characterized by durable, military-inspired garments that prioritised functionality. This often involved weatherproofing fabrics in innovative ways and incorporating hidden pockets, zippers, and features that allowed for customisable adjustments. With ST-95, Osti’s classic designs were reinterpreted for a more refined, fashion-conscious audience. While his previous creations were often highly stylized, ST-95 focused on creating versatile, everyday garments that still maintained a strong, functional edge.
INSPIRATION
Osti’s creative inspiration was rooted in military aesthetics, a theme that continued to inform ST-95. The incorporation of ST-95 branded patches, reminiscent of Velcro patches used to indicate rank on military uniforms, allowed wearers to personalise their garments with a distinctive touch.
This customisation element reflected Osti's commitment to individual expression. Further military references were found in the sizing tags, where Osti specified an ideal height and weight for each different size of a garment, ensuring the path to a perfect fit and therefore perfect user experience was easily identifiable to the wearer.
SPORTS TECHNICAL
ST-95 also drew influence from sportswear, particularly in the design of its jackets, which often featured technical details derived from activewear. These elements, combined with the brand's commitment to functionality, allowed ST-95 to merge high-performance features with street-ready aesthetics.
FUNCTION
Unlike his previous brands, Osti aimed for ST-95 to seamlessly blend highly functional pieces with those that catered to lifestyle and fashion. While ST-95’s collection included technical, weatherproof outerwear, it also featured much simpler silhouettes, such as durable, well-fitting graphic t-shirts that resonated with a younger demographic. Osti’s focus on functionality ensured that every garment was designed for comfort and ease of use—pockets were strategically placed for accessibility, hoods were perfectly fitted, and each feature worked harmoniously with the others to create a cohesive whole.
PRODUCT INNOVATION
Innovation was at the heart of ST-95, following the groundbreaking paths laid by Stone Island, C.P. Company, and Left Hand. Osti was committed to advancing his signature techniques in garment-dyeing and weatherproofing. One of the most notable innovations came with the creation of Thermojoint—a fabric that not only provided complete water resistance but also offered up to 80% protection from nuclear radiation. For ST-95, Osti adapted these cutting-edge techniques to create more wearable, everyday garments designed to suit a lifestyle-oriented customer.
ST95 CONTINUE TO DESIGN FOR THE FUTURE. WITH DESIGN INNOVATION AND FABRIC TECHNOLOGY AND ALWAYS IN THE GROUNDBREAKING SPIRIT OF MASSIMO OSTI.