Carlo Rivetti: An Interview With Stone Island’s CEO
There are few clothing brands that have Stone Island’s cachet. For men who consider themselves modernists in the truest sense, the label’s philosophy of experimentation, innovation and exploration chimes with them perfectly. It is clothing that makes the wearer instinctively .
After 30 years of producing some of the most influential garments in men’s style, Stone Island have give you something really special: Archivo ’982 ’012, a weighty, beautifully shot e-book of the brand’s most iconic clothes. From the earliest garments dreamed up by genius designer Massimo Osti to the brilliant work of the mid 2000s, the e book is as much a document of time frame as it is a history of 1 brand.
Right here, we communicate to Stone Island CEO Carlo RIvetti about what the brand means to him, its position in the canon of Italian design and what the future holds for it. Overleaf, we look in detail at the clothes that have so inspired us down the years.
Umbrella: Ciao, Carlo. What are your five favourite items from the new Stone Island book
Carlo Rivetti: A tough question. I desire to talk about the crew instead of the single player. I’m a father of two sons and a daughter and I love them in the same manner – I don’t have a favorite one! Stone Island Sweaters With my garments it’s the same. All of them have a story and they’re all special. I’d say that the e book is like a family album to me.
U:What is the purpose of Stone Island at this time
CR: Stone Island is about analysis, experimentation, operate and use. It’s a sportswear brand that carries on an ongoing investigation, through and without frontiers, on the processing and ennobling of fibres and textiles, leading to the discovery of supplies and manufacturing methods never used before in clothing.
We check lots on dyeing and treatments in our internal colour laboratory. It’s a department able to combine advanced technology, experience and human capacity, and has developed more than 60,000 completely different dyeing recipes throughout these 30 years.
We also examine uniforms and workwear. Our archive is very a strong point of reference. I believe that our insatiable curiosity and the continuous sounding of the present and the tension in direction of attainable future eventualities are the circumstances for Stone Island’s continuous evolution. We all the time look forward!
U: Why are your clothes still so common
CR: Why“still” We’ve just started! First, our fans understand the functionality and research into fabric and remedies that we’ve all the time carried out. A Stone Island garment does the job: it protects, it keeps you warm, but it’s also very handsome to wear, very masculine. All of this and our removable badge on the left arm make Stone Island pieces recognizable, iconic. When you’re wearing Stone Island you feel proud.
U: As your authentic consumers age, will you alter your clothes to go well with them Or can your clothes be worn by anybody, regardless of age
CR: As soon as Stone Island was born, the brand had great success. The ’80s were great years for us! Customers, who used to buy Stone Island 30 years ago, are nonetheless clients to this present day. Loads of them know almost all the things about us.
A couple of years ago I understood that the new generation didn’t have all this data and didn’t absolutely perceive the brand. So I determined to engineer the gathering in a stone island black hooded sweatshirt more full approach. It wasn’t meant to be a shift but a more organic and layered approach.
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 labored on the communication aspect, to fulfil people’s have to get extra information about Stone Island, advertising in , the Italian day by day newspaper totally dedicated to sports – all Italian males read it!
We also began speaking with folks by means of the web, a actually superb instrument. Stone Island, its historical past and the value of our products are now known by younger folks. Young people are quick and intelligent, they perceive when you might have a real story of product, high quality and fervour. So now we’re worn by a far broader range of people.
U: What are Stone Island’s great inspirations in the intervening time
CR: We get impressed by folks, structure, design. At current we’re at the moment finding out some supplies used within the automobile industry. In the course of the Olympics, the outfits the athletes wear are very technical which can also be inspirational. All the things conjures up 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 era of my household working with textiles, so the roots are actually sturdy! Additionally, since the start, our headquarters have been in Ravarino, a small town near Bologna. It’s in the countryside and the relationship with the land there is absolutely robust. Twenty kilometres away from us is the distretto – an industrial zone of automobiles: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and in case you need a motorcycle, Ducati. This is an area that produces dreams, not mere products. Italians are good at this.
U: What makes you proud about Stone Island after 30 years in business
I’ll inform you a couple of issues that makes me proud. In June, to have fun the brand’s anniversary, we produced , a retrospective exhibition that took place in Florence’s 19th Century Stazione Leopolda.
The exhibition stone island black hooded sweatshirt included over 200 pieces from the archives, divided in 10 thematic areas staged in some breathtaking settings, representing the innumerable remedies, assessments and processes that had been required to create them. Coming into and walking by the exhibition was very emotional. I saw there in a very clear approach the continuity within the Stone Island story. This made me feel actually proud.
U: And the other factor
CR: My clients! Simply to offer you an instance: there may be an Italian drummer. Each time he’s on tour, as quickly as he arrives in a city, he visits our points of sale and sends me a postcard with a notice about the shop and the products. After a couple of postcards, we met and now chat often over e-mail. I used to be actually completely satisfied to see him at the opening of the exhibition. We also had quite a lot of people attend from abroad, mainly the UK, that visited Florence because of the exhibition. Are you able to see the purpose My prospects are particular!