There are few clothes manufacturers that have Stone Island’s cachet. For men who consider themselves modernists within the truest sense, the label’s philosophy of experimentation, innovation and exploration chimes with them completely. It is clothing that makes the wearer instinctively .
After 30 years of producing a few of probably the most influential garments in males’s style, Stone Island have provide you with one thing really special: Archivo 82 12, a weighty, beautifully shot guide of the model’s most iconic clothes. From the earliest garments dreamed up by genius designer Massimo Osti to the brilliant work of the mid 2000s, the book is as much a record of time period as it is a history of 1 brand.
Here, we speak to Stone Island CEO Carlo RIvetti about what the model means to him, its place within the canon of Italian design and what the future holds for it. Overleaf, we glance intimately on the clothes which have so impressed us down the years.
Carlo Rivetti: A troublesome question. I prefer to speak in regards to the group as a substitute of the single participant. I’m a father of two sons and a daughter and I really like them in the same way – I don’t have a favourite one! With my garments it’s the same. All of them have a story and they’re all special. I’d say that the e-book is sort of a household album to me.
CR: Stone Island is about research, experimentation, operate and use. It’s a sportswear model that carries on an ongoing investigation, by means of and with out frontiers, on the processing and ennobling of fibres and textiles, leading to the invention of supplies and production strategies never used earlier than in clothes.
We test so much on dyeing and therapies in our internal color laboratory. It’s a department ready to mix superior expertise, experience and human capability, and has developed more than 60,000 completely different dyeing recipes all through these 30 years.
We additionally study uniforms and workwear. Our archive is very a strong level of reference. I believe that our insatiable curiosity and the continuous sounding of the present and the tension towards attainable future eventualities are the situations for Stone Island’s steady evolution. We at all times look forward!
CR: Why“still We’ve just started! First, our followers understand the functionality and research into fabric and therapies that we’ve all the time carried out. A Stone Island garment does the job: it protects, it keeps you heat, but it’s additionally very handsome to put on, very masculine. All of this and our removable badge on the left arm make Stone Island items recognizable, iconic. When you’re wearing Stone Island you feel proud.
U: As your original patrons age, will you change your clothes to swimsuit them? Or can your clothes be worn by anyone, no matter age?
CR: As quickly as Stone Island was born, the model had great success. The 0s had been great years Stone Island Cardigan for us! Customers, who used to purchase Stone Island 30 years ago, are nonetheless customers to this present day. Numerous them know virtually every part about us.
Just a few years ago I understood that the new era didn’t have all this knowledge and didn’t fully understand the model. So I determined to engineer the gathering in a extra full approach. It wasn’t meant to be a shift however a extra natural and layered strategy.
Firstly, we labored on the product itself and use of the garments, paying extra consideration by giving a ‘Stone Island feel to the lighter families of product. Then we worked on the communication aspect, to fulfil people’s must get extra information about Stone Island, promoting in , the Italian each day newspaper totally devoted to sports activities – all Italian males read it!
We also started talking with individuals through the internet, a really wonderful software. Stone Island, its historical past and the value of our products are actually known by youthful individuals. Younger people are quick and intelligent, they understand when you’ve a real story of product, high quality and keenness. So now we’re worn by a far broader range of individuals.
CR: We get inspired by folks, structure, design. At current we’re at present learning some supplies used in the automotive industry. In the course of the Olympics, the outfits the athletes wear are very technical which can also be inspirational. All the things conjures up us.
CR: The heritage of my country’s tradition is very important. I am the eighth generation of my family working with textiles, so the roots are really robust! Additionally, since the beginning, our headquarters have been in Ravarino, a small town close to Bologna. It’s within the countryside and the connection with the land there is actually robust. Twenty kilometres away from us is the distretto – an industrial zone of automobiles: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and should you need a motorbike, Ducati. That is an space that produces goals, not mere products. Italians are good at this.
I’ll inform you a couple of issues that makes me proud. In June, to celebrate the brand’s anniversary, we produced , a retrospective exhibition that passed off in Florence’s 19th Century Stazione Leopolda.
The exhibition included over 200 items from the archives, divided in 10 thematic areas staged in some breathtaking settings, representing the innumerable treatments, assessments and processes that were required to create them. Coming into and walking by the exhibition was very emotional. I saw there in a very clear approach the continuity inside the Stone Island story. This made me really feel actually proud.
CR: My prospects! Just to give you an instance: there’s an Italian drummer. Every time he’s on tour, as soon as he arrives in a metropolis, he visits our points of sale and sends me a postcard with a word about the shop and the merchandise. After a few postcards, we met and now chat recurrently over e-mail. I used to be actually completely happy to see him at the opening of the exhibition. We also had fairly lots of people attend from abroad, primarily the UK, that visited Florence because of the exhibition. Can you see the purpose? My clients are particular!