Very soon iconic label Boneville, which was launched in 1981 by legendary designer Massimo Osti, will officially return to the world of fashion. Originally, in the early 80’s, Osti decided to create Boneville following the launch of his first brand C.P. Company which later became Stone Island, in order to find an outlet with a different angle for the extensive research on garments and techniques he had done. From its 1981 launch to its final days in 1993, Boneville set a benchmark in the men’s fashion arena, pushing boundaries both aesthetically and technically, having had a significant part in the formation of the legacy which Massimo Osti has today. In 2012 avid Osti fan John Sharp bought the Boneville brand, an acquisition carried out with the intention to reintroduce the brand for the public and tastefully further the Osti legacy. In the years to follow Sharp began to build a team, he felt capable of reviving an Osti classic. A team which is now lead by Creative Director Adi Wollaston, bringing with him over 25 years of experience in the fashion industry, which should be enough to carry the burden of following in the footsteps of the late great designer.
The Spring/Summer 2014 collection which came about under the direction of Wollaston, exists as a grand testament to the timeless, innovative nature of Osti’s work. Boneville of 2014 features two divisions; Boneville and B.N.V. Sporting Goods, each invented with a distinct aesthetic, though bound together by a clear naval influence and overall maritime character. Rather than merely replicate Osti, Sharp, Wollaston and their creative team have embraced his ethos of innovation and research-lead design, the result of which is a new Boneville that delicately strides forward beyond the remits of the original, clearly in line with the original aesthetic, but without forgetting to create a new face for the label.
Lorenzo Osti, son of the designer, was shown the collection last December and was pleased where the next chapter of his father’s heritage will start.
Having been away from the market since its last collection in 1993, some 20 years ago, I was delighted to discover the way in which my father’s work had been sensitively and successfully interpreted, heralding the original spirit of the brand: silhouettes, bold colors, interesting fabrics and clever functional solutions.
Boneville will be available from Monday the 7th of April at the flag ship London store at 52 Artillery Lane and online here.