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Carlo Rivetti: An Interview With Stone Island’s CEO

2016 Chic Style Mens Stone Island Sweater GreyThere are few clothes brands which 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’s clothes that makes the wearer instinctively .

After 30 years of producing some of essentially the most influential garments in men’s style, Stone Island have come up with one thing actually particular: Archivo ’982 ’012, a weighty, beautifully shot e-book of the model’s most iconic clothes. From the earliest garments dreamed up by genius designer Massimo Osti to the good work of the mid 2000s, the book is as much a document of time period as it’s a history of 1 brand.

Right here, we communicate to Stone Island CEO Carlo RIvetti about what the brand means to him, its place in the canon of Italian design and what the future holds for it. Overleaf, we glance intimately at the clothes that have so inspired us down the years.

Umbrella: Ciao, Carlo. What are your 5 favourite items from the new Stone Island ebook
Carlo Rivetti: A tough question. I desire to speak in regards to the crew as an alternative of the single player. I’m a father of two sons and a daughter and I like them in the identical method – I don’t have a favorite one! With my garments it’s the same. All of them have a story and they’re all particular. I’d say that the e book is like a household album to me.

U:What’s the purpose of Stone Island today
CR: Stone Island is about analysis, experimentation, operate and use. It’s a sportswear brand that carries on an ongoing investigation, via and with out frontiers, on the processing and ennobling of fibres and textiles, resulting in the invention of materials and production methods never used earlier than in clothing.

We test rather a lot on dyeing and remedies in our inner color laboratory. It’s a division ready to mix advanced know-how, expertise and human capacity, and has developed more than 60,000 totally different dyeing recipes throughout these 30 years.

We additionally examine uniforms and workwear. Our archive could be very a powerful point of reference. I imagine that our insatiable curiosity and the steady sounding of the current and the tension towards attainable future eventualities are the conditions for Stone Island’s steady evolution. We all the time look forward!

U: Why are your clothes still so well-liked
CR: Why“still” We’ve just began! First, our followers perceive the functionality and research into fabric and therapies that we’ve at all times carried out. A Stone Island garment does the job: it protects, it retains you heat, but it’s also very handsome to wear, very masculine. All of this and our removable badge on the left arm make Stone Island items recognizable, iconic. When you’re sporting Stone Island you feel proud.

U: As your authentic patrons age, will you modify your clothes to suit them Or can your clothes be worn by anybody, regardless of age

CR: As soon as Stone Island was born, the model had great success. The ’80s have been nice years for us! Clients, who used to purchase Stone Island 30 years ago, are still clients to at the present time. A variety of them know almost everything about us.

A couple of years in the past I understood that the brand new technology didn’t have all this data and didn’t totally perceive the model. So I determined to engineer the gathering in a extra full way. It wasn’t meant to be a shift but a extra organic 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 labored on the communication side, to fulfil people’s need to get extra information about Stone Island, advertising in , the Italian each day newspaper completely devoted to sports activities – all Italian males read it!

We additionally began talking with people by means of the web, a actually superb device. Stone Island, its historical past and the value of our products are now identified by youthful folks. Young persons are fast and intelligent, they perceive when you could have a real story of product, high 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 impressed by individuals, architecture, design. At present we’re at the moment finding out some materials used in the automotive industry. During the Olympics, the outfits the athletes put on are very technical which can be inspirational. All the things inspires us.

U: The place does Stone Island match within the tradition of Italian design
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 actually sturdy! 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 de facto sturdy. Twenty kilometres away from us is the distretto – an industrial zone of cars: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and when you need a motorbike, Ducati. This is an space that produces desires, not mere merchandise. Italians are good at this.

U: What makes you proud about Stone Island after 30 years in enterprise
I’ll tell you a few things that makes me proud. In June, to rejoice the brand’s anniversary, we produced , a retrospective exhibition that took place 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, checks and processes that have been required to create them. Entering and walking by way of the exhibition was very emotional. I saw there in a very clear manner the continuity inside the Stone Island story. This made me really feel actually proud.

U: And the opposite thing
CR: My customers! Simply to provide you with an instance: there’s an Italian drummer. Each time he’s on tour, as quickly as he arrives in a city, he visits our points of stone island sweatshirt fake sale and sends me a postcard with a observe about the store and the merchandise. After just a few postcards, we met and now chat often over electronic mail. I was actually joyful to see him at the opening of the exhibition. We additionally had fairly a lot of people attend from abroad, primarily the UK, that visited Florence due to the exhibition. Can you see the point My clients are particular!

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