Stone Island is a menswear brand that combines beauty and quality excellence.
The brand's appeal lies in the constant experimentation of fabrics and materials used to create different garments. Elegant garments that focus on functionality rather than just aesthetics, unlike many brands.
It is currently one of the most appreciated and purchased
men's clothing brands in the world.
Stone Island focuses its attention on continuous textile research that pushes the boundaries of technology applied to garments through the creation of products that no other brand can even think of.
This is the real motivation to purchase that pushes the buyer to invest in a product whose innovative features are priceless. The latter, in fact, takes a back seat.
What are the origins of the Stone Island brand?
To talk about
Stone Island and understand how it became a point of reference in elegant sportswear, we must briefly tell the story of the birth of the
Sportswear Company SpA to which it belongs, led by
Carlo Rivetti , President and Creative Director.
Textiles have always been in Rivetti's DNA, as his family has played a key role in the textile manufacturing industry since the second half of the 19th century in the Biella wool district.
The family business, Gruppo Finanziario Tessile (GFT), is also the first to produce and distribute collections by famous designers such as Armani, Ungaro and Valentino, contributing significantly to the birth of Made in Italy.
Stone Island: research and innovation are the watchwords
While GFT thrives, the stylist
Massimo Osti, designer of another company, the
CP Company, invents the famous
Tela Stella by subjecting the tarpaulins used for truck covers to an extreme “stone wash”, thus giving life to a new fabric used for a collection of 7 jackets launched precisely under the
Stone Island brand.
Later, Rivetti and Osti meet. Initially, the partnership takes place with Rivetti purchasing 50% of CP Company and Stone Island. It is then that the famous
Stone Island Ice Jacket is born, whose color changes according to the temperature.
Stone Island: the turning point in corporate strategy
Then came the turning point. In the 1990s, Rivetti took over all the activities of the family business together with his sister, renaming the GFT group
Sportswear Company SpA , while Osti, who decided to dedicate himself to other projects, gave way to a new designer,
Paul Harvey, a Londoner who had moved to Romagna for love.
He signed 24 new collections, but in 2008, after 12 years, he decided to dedicate himself to new adventures and it was at this point that Rivetti decided to turn over a new leaf and reorganize its structure.
Today, the
Stone Island we know still sees him at the helm, but supported by a team of creatives and no longer by a single designer.
Stone Island: Quality clothing always in fashion
Different visions for continuous innovation in the creation of
timeless garments .
Even though we live in an era where fashions are constantly changing, we can be sure that we can count on a brand like
Stone Island that continues to amaze us with the innovation of its creations while maintaining the quality of its products, all technologically advanced, light, functional and always up-to-date.
Garments that never go out of style and that form the basis of a wardrobe of excellent quality. A culture founded on uniqueness.
Stone Island amazes not only through the innovation of its creations, but also for its marketing choices based on “not appearing”. No fashion shows and no presentations, only two collections a year.
A choice that has paid off and continues to pay off, appreciated by the fans of these garments whose label alone tells you everything there is to know about the fabrics they are made of.
Stone Island is liked. And everyone likes it. Even famous testimonials, even if it doesn’t intentionally attract them.
Let's think for example of English musicians of the 90s like Oasis, to name just one, or famous overseas rappers like Drake for whom
Stone Island exclusively produced all the garments worn on one of his tours. Only for him, not to sell, respecting the choice not to launch campaigns with testimonials.
A choice that makes us appreciate even more this brand that has been able to distinguish itself in every way, for the quality of its garments, but also for a very unique marketing vision, in a market that dictates opposite canons and in which appearing and being there is considered essential.
Stone Island is there, but it is there for true enthusiasts, for those who have truly understood the value and excellence behind its collections, whether it is jackets and
windbreakers , but also trousers, sweatshirts and accessories.
Buy an original Stone Island item