‘Stoney’ has been worn by everyone from Drake to Keir Starmer, but its position as label of choice on the terraces gets the highest attention score. We talk to its chair and former owner

In a quiet corner of Stone Island’s flagship London store in Soho, the brand’s Italian chair, Carlo Rivetti, is talking about darts. “You see these big fat guys,” says Rivetti, who is sporting whiskers that make him look more like a trawlerman than a fashion magnate. “Pom … pom … pom,” he adds, imitating the noise a dart makes when it hits the board.

Darts is possibly the one British subculture that Rivetti’s brand hasn’t touched: football casuals, rappers, politicians, musicians and athletes have all reached for “Stoney” as it is known in the UK, as a sign of masculine cool. Darts might just be the final frontier.