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Carlo Rivetti: An Interview With Stone Island’s CEO

There are few clothing brands which 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 completely. It’s clothes that makes the wearer instinctively .

Stone Island Men Fashion Jacket With Hoodie In BlackAfter 30 years of producing some of probably the most influential garments in men’s fashion, Stone Island have provide you with one thing actually special: Archivo 82 12, 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 sensible work of the mid 2000s, the e book is as a lot a report of time frame as it is a historical past of one brand.

Right here, we speak to Stone Island CEO Carlo RIvetti about what the model means to him, its position within the canon of Italian design and what the long run holds for it. Overleaf, we look in detail at the clothes which have so inspired us down the years.

Umbrella: Ciao, Carlo. What are your 5 favorite items from the new Stone Island book?

Carlo Rivetti: A difficult question. I favor to speak in regards to the team as a substitute of the only participant. I’m a father of two sons and a daughter and I love them in the same means – I don’t have a favorite one! With my garments it’s the same. All of them have a story and they’re Stone all particular. I’d say that the book is like a family album to me.

U:What is the purpose of Stone Island at the moment?

CR: Stone Island is about analysis, experimentation, perform and use. It’s a sportswear model that carries on an ongoing investigation, by means of and without frontiers, on the processing and ennobling of fibres and textiles, resulting in the discovery of materials and manufacturing methods by no means used before in clothes.

We take a look at too much on dyeing and remedies in our internal color laboratory. It’s a department able to combine superior know-how, expertise and human capability, and has developed greater than 60,000 completely different dyeing recipes throughout these 30 years.

We additionally examine uniforms and workwear. Our archive is very a robust point of reference. I believe that our insatiable curiosity and the continuous sounding of the current and the tension in direction of potential future scenarios are the situations for Stone Island’s continuous evolution. We all the time look ahead!

U: Why are your clothes nonetheless so standard?

CR: Why“still We’ve just started! First, our fans understand the performance and analysis into fabric and treatments that we’ve at all times carried out. A Stone Island garment does the job: it protects, it retains 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 pieces recognizable, iconic. When you’re sporting Stone Island you feel proud.

U: As your unique buyers age, will you alter your clothes to swimsuit them? Or can your clothes be worn by anybody, no matter age?

CR: As soon as Stone Island was born, the model had great success. The 0s have been nice years for us! Customers, who used to purchase Stone Island 30 years ago, are nonetheless customers to this day. A whole lot of them know nearly every little thing about us.

A couple of years ago I understood that the brand new era didn’t have all this knowledge and didn’t totally perceive the model. So I determined to engineer the gathering in a more complete approach. It wasn’t meant to be a shift but a extra natural and layered strategy.

Firstly, we labored on the product itself and use of the garments, paying more consideration by giving a ‘Stone Island feel to the lighter families of product. Then we labored on the communication side, to fulfil people’s have to get more details about Stone Island, promoting in , the Italian each day newspaper totally devoted to sports – all Italian males read it!

We also began speaking with individuals by way of the internet, a truly superb device. Stone Island, its historical past and the value of our merchandise at the moment are known by youthful people. Young persons are quick and intelligent, they perceive when you could have a real 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 for the time being?

CR: We get inspired by individuals, structure, design. At current we’re at the moment learning some materials used in the automobile industry. Throughout the Olympics, the outfits the athletes put on are very technical which is also inspirational. All the things evokes us.

U: The place does Stone Island match within the tradition of Italian design?

CR: The heritage of my country’s culture is essential. I’m the eighth era of my family working with textiles, so the roots are really sturdy! Also, since the start, our headquarters have been in Ravarino, a small city close to Bologna. It’s in the countryside and the connection with the land there is really robust. Twenty kilometres away from us is the distretto – an industrial zone of automobiles: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and when you want a bike, Ducati. This is an space that produces desires, not mere products. 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 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 therapies, exams and processes that had been required to create them. Getting into and strolling through the exhibition was very emotional. I saw there in a really clear approach the continuity throughout the Stone Island story. This made me really feel actually proud.

U: And the opposite factor?

CR: My clients! Just to give you an instance: there’s an Italian drummer. Each 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 note about the shop and the products. After a few postcards, we met and now chat frequently over e-mail. I was really completely happy to see him at the opening of the exhibition. We also had quite lots of people attend from abroad, mainly the UK, that visited Florence due to the exhibition. Are you able to see the purpose? My customers are particular!

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