That is the title of the major exhibition through which Stone Island is recounting its 30 year history, which will open on 19 June on the Stazione Leopolda in Florence, in collaboration with the Pitti Discovery Basis, as one of the special events of Pitti Uomo eighty two.
We have now requested Carlo Rivetti, Chairman and CEO of Sportswear Firm, to inform us about Stone Island.
_ How did the Stone Island journey come about?
In 1982, from the genial thoughts of Massimo Osti, with a collection made using a particular fabric, Tela Stella, normally used for the roofs of trucks, and with a special treatment, resin finish. 7 jackets in all declined in 6 totally different bicolor gadgets. It was a very revolutionary undertaking, and was instantly an amazing success. I joined the company a 12 months later.
_What’s the key of a model with such a powerful identity?
Stone Island has had a particular gift since its very inception, that of being able to speak with the tip client. It was the early 1980s and this was the beginning of the emergence of the first technology of shoppers thinking about vogue, attentive to the product; it was the era when the youth scene in Milan actually took off. Since then, an exquisite relationship has been developed primarily based upon mutual respect and a great deal of integrity, without compromise. At present, brands open up to 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 have been capable of rejuvenate our goal market of customers; we reach out both to our historical clients, those who’ve faithfully stayed with us for thirty years, but in addition to the younger crowd, to the brand new generations of in the present day.
_Can or not it’s mentioned that Stone Island is a cult brand?
It gives me nice pleasure to say that our Fb web page has more than one hundred,000 followers. The laborious-core fans are in England, Holland and different North European countries, and our supporters in Germany are additionally growing in quantity. However the attachment the English have to Stone Island is astounding: when I am feeling down, I all the time go there, they ask for my autograph, they ask me to carry their youngsters it’s unimaginable.
_After three many years of trend and analysis, what does Stone Island have left to say?
We haven’t said anything yet! For me, analysis is an infinite field, additionally as a result of by research, you meet different researchers At this historic time, doing analysis isn’t straightforward; with all the difficulties the Italian style industry is facing, fewer and fewer corporations are doing it, and instead they come to us. Stone Island has nonetheless got too much to say, for example, for the subsequent two years we’ve got already developed robust content for our new collections. We have now some superb rabbits to drag out of the hat. Our creative team is cut up between Milan and Ravarino, in the province of Modena, transferring from what we name the “thinking stage to creation of the Stone Island Vests garment. The Stone Island artistic workforce comes from all over the world, from Mexico, Germany, England we’re multicultural, with many different experiences behind us. We’re a bit like a brigade of chefs, every specialising in a sure course, one in every of us the starter, one the main…and then there’s me, I’d be the head chef.
_Why select an exhibition to tell of your 30 year history?
Because it is consistent with our way of thinking. A party would have been upon invite, a closed occasion, as a substitute we want to communicate with the world. It is a format in step with our manner of talking. We want to deliver our finish prospects to go to the exhibition, and what they’ll see is essentially the most Stone Island thing that exists. For the exhibition, initially we thought a few chronological journey via the years but as an alternative the two curators – Simon Foxton and Nicholas Griffiths – created a journey via technological therapies, by the types of interventions on the fabrics. And I think that this was the fitting selection; it’s a language that I know very properly, since I’m from Biella and, as they are saying the place I come from, I used to be “brought up on bread and yarn Maybe more yarn than bread!
_What is the relationship between Stone Island and Made in Italy?
Our shoppers around the world know all too well that Stone Island is an Italian product, because they are knowledgeable customers and they want to know. The most a part of our products are made in Italy, however for example we’ve a garment created in China, the heat-sealed cotton down jacket: it’s only made there as a result of there is a company in a position to heat-seal the cotton and it is owned by a German. In this case, we went to seek out the expertise, not for other reasons. I don’t need to return across too presumptuous: Ravarino is near Maranello, where they produce desires that journey world wide, which could not be produced wherever else on the planet. Stone Island is like Ferrari, rooted in the land. This is an essential trait.
_What is your favorite garment?
Like all soccer coaches, I don’t prefer to talk about the individual players. Every piece is a bit of Stone Island history, it gives me particular feelings, maybe as a result of it’s linked to a particular private expertise. It turns into troublesome to decide on one. For me it’s as though they are all my kids.
_What’s the challenge for the longer term for Stone Island?
We are increasingly aware that it is crucial to speak to the folks, the top consumers, capitalising on the world that is changing into ever smaller, because of the means of communication, the better transport links. As a result of we realise that what we have to say, our message, is of true value to the top shoppers.