Interview With Carlo Rivetti On Stone Island
That is the title of the most important exhibition by which Stone Island is recounting its 30 year history, which can open on 19 June on the Stazione Leopolda in Florence, in collaboration with the Pitti Discovery Basis, as one of many particular occasions of Pitti Uomo eighty two.
We’ve got asked Carlo Rivetti, Chairman and CEO of Sportswear Firm, to tell us about Stone Island.
_ How did the Stone Island journey come about
In 1982, from the genial thoughts of Massimo Osti, with a group made using a particular fabric, Tela Stella, often used for the roofs of trucks, and with a particular therapy, resin end. 7 jackets in all declined in 6 totally different bicolor objects. It was a really innovative mission, and was instantly a terrific success. I joined the company a yr later.
_What’s the key of a brand with such a strong identification
Stone Island has had a particular reward since its very inception, that of being in a position to speak with the end consumer. It was the early 1980s and this was the beginning of the emergence of the primary generation of consumers concerned about trend, attentive to the product; it was the era when the youth scene in Milan really took off. Since then, a wonderful relationship has been developed based upon mutual respect and a great deal of integrity, without compromise. As we speak, manufacturers open as much as a plethora of licences and start producing unthinkable things. Stone Island has at all times remained true to itself, with out concessions. And so we now have been able to rejuvenate our target market of consumers; we reach out both to our historic clients, those who’ve faithfully stayed with us for thirty years, but additionally to the younger crowd, to the brand new generations of immediately.
_Can it’s said that Stone Island is a cult model
It gives me great pleasure to say that our Fb web page has more than 100,000 followers. The exhausting-core fans are in England, Holland and other North European international locations, and our supporters in Germany are additionally growing in number. But the attachment the English have to Stone Island is astounding: when I’m feeling down, I always go there, they ask for my autograph, they ask me to hold their kids … it’s unbelievable.
_After three decades of trend and analysis, what does Stone Island have left to say
We haven’t said anything yet! For me, analysis is an infinite subject, also as a result of by means of research, you meet other researchers… At this historic time, doing research shouldn’t be easy; with all the difficulties the Italian fashion industry is dealing with, fewer and fewer firms are doing it, and instead they come to us. Stone Island has still obtained quite a bit to say, for example, for the next two years now we have already developed strong content for our new collections. We’ve some amazing rabbits to pull out of the hat. Our creative team is break up between Milan and Ravarino, within the province of Modena, moving from what we call the “thinking” stage to creation of the garment. The Stone Island creative team comes from all around the world, from Mexico, Germany, England… we’re multicultural, with many alternative experiences behind us. We are a bit like a brigade of chefs, each specialising in a sure course, one of us the starter, one the main…and then there’s me, I’d be the pinnacle chef.
_Why choose an exhibition to tell of your 30 year historical past
Because it’s according to our way of thinking. A get together would have been upon invite, a closed event, instead we wish to communicate with the world. It is a format in keeping with our means of speaking. We want to convey our finish clients to visit the exhibition, and what they are going to see is probably the most Stone Island thing that exists. For the exhibition, initially we thought about a chronological journey through the years but as an alternative the two curators – Simon Foxton and Nicholas Griffiths – created a journey by way of technological remedies, by the kinds of interventions on the fabrics. And I believe that this was the fitting alternative; it is a language that I know very well, since I’m from Biella and, as they are saying where I come from, I was “brought up on bread and yarn”. Perhaps more yarn than bread!
_What is the relationship between Stone Island and Made in Italy
Our customers around the world know all too well that Stone Island is an Italian product, because they’re knowledgeable customers and they want to know. The most part of our merchandise are made in Italy, however for instance we now have a garment created in China, the heat-sealed cotton down jacket: it is only made there because there is an organization capable of heat-seal the cotton and it is owned by a German. In this case, we went to find the technology, not for different causes. I don’t want to come back across too presumptuous: Ravarino is close to Maranello, where they produce dreams that journey around the world, which couldn’t be produced anywhere else on the planet. Stone Island is like Ferrari, rooted within the land. That is an important trait.
_What is your favorite garment
Like all soccer coaches, I don’t wish to discuss the person gamers. Each piece is a chunk of Stone Island history, it offers me particular emotions, maybe because it’s stone island sale outlet uk linked to a selected private experience. It becomes tough to choose one. For me it is as though they’re all my kids.
_What’s the problem for the future for Stone Island
We’re increasingly conscious that it can be crucial to talk to the people, the top shoppers, capitalising on the world that’s becoming ever smaller, due to the means of communication, the easier transport links. As a result of we realise that what we should say, our message, is of true worth to the top consumers.