Ideas From Massimo Osti
Contents. Early years Massimo Osti was born and raised in Bologna, Italy.
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He became a graphic designer and worked in the advertising business. His career in the fashion industry began in the early 1970s, when he designed a collection featuring placed prints. He was the first to use new techniques like the four-color process and silkscreen which are used for producing T-shirt. Following the success of this first T-shirt collection, he accepted the offer to design a complete Men's collection and became an equity partner in the company he would name 'Chester Perry' (later renamed the 'C.P. 1980s During this period, Osti laid the foundations for a creative philosophy entirely based on experimentation.
Cpcompany Massimo Osti
The first innovation he would be responsible for in the clothing industry was garment dyeing, a process that completely revolutionized the field. It was based upon the concept of different materials in finished garments reacting differently to the same dye bath. Osti discovered that garment dyeing creates interesting tone-on-tone effects. This particular dyeing technique became typical for Osti's C.P. In 1981, he launched 'Boneville', a new brand alongside the existing CP Company and CP Company Baby collections. Ongoing research on finishing techniques and materials led to yet another clothing line in 1982:. The first collection was made entirely from a revolutionary new fabric that inspired from the used by truck drivers.
The 'used' look of this highly resistant, two-tone, reversible fabric was obtained through. This new collection was so successful that it sold out at every location within 10 days. In 1984, Osti relinquished his shares of CP Company to GFT, but stayed on as president.
He and his team devoted themselves to and communication strategies for the company. In 1985, he became the editor of CP Magazine, an extra-large format catalog/magazine that was sold at newspaper stands. It featured photographs of every garment in the CP Company collections and visualized the C.P. Lifestyle perfectly. A circulation of 40,000 copies per collection proved that this unusual advertising tool was indeed effective. It started a trend that would later be followed by many other companies in the industry.
1987 was an important year in Osti's career. He invented and presented Rubber Flax and Rubber Wool – linen and wool with a thin, rubber coating. The rubber made the materials, improved their resistance and added a totally new look and feel to the garments. In the same year Osti experimented with brushed combed wool for the first time. Today all mills use this procedure for processing textiles, the same process Osti invented in 1987.
The year also saw the birth of the color changing Ice Jacket. In collaboration with ITS, Osti employed state-of-the-art technological research to create this new fabric which changed color by temperature variations. That same year, his constant commitment to experimentation earned Massimo Osti an invitation to represent the Italian clothing industry at an event commemorating the 750th anniversary of Berlin’s founding, the 150th anniversary of textile manufacturing and his own 15th year in the business. For the occasion, an exhibit was held inside the Reichstag building in Berlin. In 1988, Massimo Osti’s designs developed a new means of communication with the public through the CP Company sponsorship of the race. The company also showed its support of the, the foundation spearheaded by and Raoni, chief of the Kayapo tribe in Amazonia, whose purpose was to raise worldwide awareness of.
1990s 1991 marked the opening of a CP store in New York’s historical, plus the launch of yet another iconic garment within the line: the Reflective Jacket. This jacket was made from an innovative material, which was the fruit of technological research conducted in Japan. The material combined fabric with a very thin layer of glass, which reflected even the weakest light sources with astonishing effectiveness.
In 1993, a partnership with Allegri gave rise to Left Hand. This new brand was characterized by another exclusive material, a non-woven fabric made from pressed and fibers which, like, could be used with raw edge stitching.
The following year, Osti founded Massimo Osti Production, a company that would reap the benefits of the experience and successes accrued from 20 years’ worth of formal and technical innovations. In 1995, the ST 95 line was launched and in 1996, Osti began a collaboration with Superga, which consisted in designing a collection of image-defining garments. Just two years later in 1998, a new company was founded to produce and distribute the OM Project brand, the collaboration with the Frattini Group.
In the UK we’re all feeling pretty bloody patriotic at the moment because we haven’t made a fool of ourselves on a global platform for once. Zipwire publicity stunts by men masquerading as buffoons, Ocean Colour Scene fans becoming sporting heroesthis summer’s been eventful, but last night’s proceedings even had me hopping aboard the athletics bandwagon. I’m unlikely to start wearing wild Colin Jackson-esque contrast seam suits any time soon, but you’d have to be pretty bandwagon resistant to not get swept up in it all. You can thank multicultural Britain for that sense of self-pride — Muslims with spectacular distance skills and ginger chaps that can jump made you feel good about yourself for once. A vast curry feast was the only way to commemorate the victory.
And to wander to the takeaway, why not throw on a jacket that’s made in Italy? CP, Stone Island and a curry are practically British anyway. ‘Stone Island Archives 982-012’ is on Amazon as a pre-order for £109.99 (a 1p saving on RRP) and supposedly set for an early September release, but if 654 pages of SI wasn’t enough, the has been dropping gems (Dennis Hopper in CP?
Alain Delon in Stone Island?) and it’s now clear that the mooted Osti book is officially happening via Damiani books — ‘Ideas from Massimo Osti’ by Daniela Facchinato is happening and it’s up for. Like the Stone Island book, with its special edition slipcase and tee for the early birds, there’s a special edition of the Osti book for €290 that’s packaged in archive Osti fabric (which could mean you get camouflage ice fabric around your copy) plus 150 extra loose leaf pages on top of the existing 412 pages. As special editions go, that’s not bad and the book’s website is pretty special too. If you’re prone to throwing “iconic”, “innovation” and “genius” around like a hot spud, you need this to get a little perspective.
Considering we’ve long cherished the handful of English-language articles on the brand that shed light on Osti’s processes and only the lucky few have the original books and magazines the Massimo-affiliated brands put out, we’re about to get blessed. Julien Temple’s ‘London: the Modern Babylon’ looks fun and I’m looking forward to the BBC it screening next saturday. Let loose on the archives, Temple seems to be throwing everything at the screen to see if it sticks in capturing the brilliant mess of different cultures and movements that makes the city great. I still find Temple’s ‘Absolute Beginners’ difficult, but at least it has some ambition. Whatever your opinion, you’ve got to concede that the lengthy retro Soho tracking shot at the beginning is still pretty staggering. Missing working in Soho and loving Colin MacInness’s book may also contribute to my lenience toward this notorious flop.
Nobody payrolls this kind of madness any more and it’s a damned shame, because Julien is far more than just a documentary maker (he also directed 2Pac in his final film role as Tank in the forgettable ‘Bullet’). Watching the incredibly grim ‘The London Nobody Knows’ again (discussed here a while back), we Brits should also be proud that our street drinkers were pioneers of the purple drank movement by swigging meths back in 1967 — long before slurring southern rappers lay claim to coloured beverages.