Carlo Rivetti: An Interview With Stone Island’s CEO
There are few clothing manufacturers that have Stone Island’s cachet. For males who consider themselves modernists in the truest sense, the label’s philosophy of experimentation, innovation and exploration chimes with them perfectly. It is clothes that makes the wearer instinctively .
After 30 years of producing some of probably the most influential garments in males’s fashion, Stone Island have come up with something really special: Archivo ’982 ’012, a weighty, beautifully shot book of the model’s most iconic clothes. From the earliest garments dreamed up by genius designer Massimo Osti to the sensible work of the mid 2000s, the ebook is as a lot a file of time period as it’s a history of one brand.
Right here, we speak to Stone Island CEO Carlo RIvetti about what the brand 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 that have so impressed us down the years.
Umbrella: Ciao, Carlo. What are your 5 favourite pieces from the new Stone Island book
Carlo Rivetti: A troublesome question. I favor to talk concerning the workforce as an alternative of the single player. I’m a father of two sons and a daughter and I really like them in the same method – I don’t have a favorite one! With my garments it’s the identical. All of them have a story and they’re all special. I’d say that the ebook is sort of a family album to me.
U:What is the purpose of Stone Island as we speak
CR: Stone Island is about analysis, experimentation, perform and use. It’s a sportswear brand that carries on an ongoing investigation, through and with out frontiers, on the processing and ennobling of fibres and textiles, resulting in the discovery of supplies and manufacturing strategies by no means used earlier than in clothes.
We test lots on dyeing and treatments in our inside colour laboratory. It’s a division ready to mix advanced know-how, expertise and human capacity, and has developed greater than 60,000 totally different dyeing recipes throughout these 30 years.
We additionally examine uniforms and workwear. Our archive may be very a strong level of reference. I consider that our insatiable curiosity and the continuous sounding of the present and the tension towards doable future scenarios are the situations for Stone Island’s steady evolution. We always look forward!
U: Why are your clothes still so well-liked
CR: Why“still” We’ve simply started! First, our followers perceive the functionality and analysis 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’re feeling proud.
U: As your unique patrons age, will you modify your clothes to swimsuit them Or can your clothes be worn by anyone, no matter age
CR: As soon as Stone Island was born, the brand had great success. The ’80s have been great years for us! Clients, who used to buy Stone Island 30 years in the past, are nonetheless customers to today. A variety of them know virtually every thing about us.
A few years in the past I understood that the brand new generation didn’t have all this information and didn’t totally perceive the model. So I decided to engineer the collection in a more full approach. It wasn’t meant to be a shift however a more organic and layered strategy.
Firstly, we worked on the product itself and use of the garments, paying more attention by giving a ‘Stone Island feel’ to the lighter families of product. Then we worked on the communication side, to fulfil people’s have to get extra information about Stone Island, advertising in , the Italian daily newspaper totally devoted to sports – all Italian males read it!
We additionally began talking with people by way of the internet, a really superb device. Stone Island, its historical past and the worth of our merchandise at the moment are known by youthful individuals. Young persons are fast and clever, they understand when you have got a true story of product, quality and passion. So now we’re worn by a far broader range of people.
U: What are Stone Island’s nice inspirations in the meanwhile
CR: We get inspired by people, structure, design. At present we’re presently finding out some supplies used in the automotive industry. During the Olympics, the outfits the athletes put on are very technical which can also be inspirational. Every little thing conjures up us.
U: Where does Stone Island fit in the tradition of Italian design
CR: The heritage of my country’s tradition is very important. I’m the eighth era of my family working with textiles, so the roots are actually robust! Additionally, since the beginning, our headquarters have been in Ravarino, a small town near Bologna. It’s in the countryside and the connection with the land there is really sturdy. Twenty kilometres away from us is the distretto – an industrial zone of automobiles: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and in the event you want a bike, Ducati. That stone island jacket italy is an area that produces desires, not mere merchandise. Italians are good at this.
U: What makes you proud about Stone Island after 30 years in business
I’ll let you know a couple of things that makes me proud. In June, to have a good time the brand’s anniversary, we produced , a retrospective exhibition that passed off in Florence’s nineteenth Century Stazione Leopolda.
The exhibition included over 200 pieces from the archives, divided in 10 thematic areas staged in some breathtaking settings, representing the innumerable treatments, checks and processes that had been required to create them. Entering and strolling by means of the exhibition was very emotional. I saw there in a really clear way the continuity throughout the Stone Island story. This made me feel really proud.
U: And the opposite thing
CR: My clients! Simply to offer you an example: there may be an Italian drummer. Every time he’s on tour, as quickly as he arrives in a metropolis, he visits our factors of sale and sends me a postcard with a notice about the shop and the merchandise. After a couple of postcards, we met and now chat usually over email. I used to be actually joyful to see him on the opening of the exhibition. We additionally had fairly lots of people attend from abroad, primarily the UK, that visited Florence due to the exhibition. Are you able to see the purpose My customers are special!