"For Oliver Beer, it all started quite innocuously, at a football match in 1985. He was watching his beloved Stoke City play when he noticed another fan wearing a handsome-looking jumper with a logo he had never seen before. They got talking, and the man explained that it was Stone Island, a new brand by an Italian designer called Massimo Osti. Afterwards Beer tried looking for it, but this was before the internet, before there were designer clothes available in every city centre and mail-order catalogue, and he drew a blank until the next year, when a shop called Review in Newcastle-under-Lyme began selling it."
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