Carlo Rivetti: An Interview With Stone Island’s CEO
There are few clothes manufacturers that 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 a few of essentially the most influential garments in men’s trend, Stone Island have come up with one thing really particular: Archivo ’982 ’012, a weighty, beautifully shot ebook 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 book is as a lot a document of time frame as it is a history of 1 model.
Right here, we speak to Stone Island CEO Carlo RIvetti about what the model means to him, its place within the canon of Italian design and what the long run holds for it. Overleaf, we glance in detail at the clothes which have so impressed us down the years.
Umbrella: Ciao, Carlo. What are your 5 favourite pieces from the brand new Stone Island book
Carlo Rivetti: A troublesome query. I prefer to speak about the crew instead of the only player. I’m a father of two sons and a daughter and I love them in the same method – I don’t have a favourite one! With my garments it’s the same. All of them have a narrative and they’re all particular. I’d say that the book is like a family album to me.
U:What is the aim of Stone Island immediately
CR: Stone Island is about research, experimentation, function and use. It’s a sportswear brand that carries on an ongoing investigation, via and without frontiers, on the processing and ennobling of fibres and textiles, leading to the invention of materials and production methods never used before in clothing.
We take a look at quite a bit on dyeing and therapies in our internal colour laboratory. It’s a division able to combine superior technology, expertise and human capability, and has developed more than 60,000 totally different dyeing recipes throughout these 30 years.
We also examine uniforms and workwear. Our archive may be very a robust level of reference. I consider that our insatiable curiosity and the steady sounding of the present and the tension towards doable future situations are the conditions for Stone Island’s steady evolution. We all the time look ahead!
U: Why are your clothes still so fashionable
CR: Why“still” We’ve just began! First, our followers understand the functionality and research into fabric and therapies that we’ve always carried out. A Stone Island garment does the job: it protects, it keeps you warm, but it’s also very handsome to put on, very masculine. All of this and our removable badge on the left arm make Stone Island items recognizable, iconic. When you’re wearing Stone Island you are feeling proud.
U: As your authentic buyers age, will you alter your clothes to swimsuit them Or can your clothes be worn by anyone, no matter age
CR: As quickly as Stone Island was born, the model had great success. The ’80s had been great years for us! Customers, who used to purchase Stone Island 30 years in the past, are still customers to at the present time. A variety of them know virtually all the things about us.
A few years in the past I understood that the brand new technology didn’t have all this data and didn’t totally perceive the brand. So I determined to engineer the collection in a more full way. It wasn’t meant to be a shift however a more organic and layered method.
Firstly, we worked 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 worked on the communication side, to fulfil people’s need to get more information about Stone Island, advertising in , the Italian day by day newspaper totally dedicated to sports – all Italian males learn it!
We additionally started speaking with folks by means of the web, a actually amazing tool. Stone Island, its historical past and the worth of our merchandise at the moment are known by younger folks. Young individuals are fast and intelligent, they perceive when you could have a true story of product, quality and keenness. So now we’re worn by a far broader vary of people.
U: What are Stone Island’s nice inspirations at the moment
CR: We get inspired by individuals, structure, design. At present we’re at present studying some materials used in the automobile industry. Through the Olympics, the outfits the athletes put on are very technical which can be inspirational. Everything inspires us.
U: Where does Stone Island match in the tradition of Italian design
CR: The heritage of my country’s tradition is very important. I’m the eighth generation of my household working with textiles, so the roots are actually strong! Also, since the beginning, our headquarters have been in Ravarino, a small town near Bologna. It’s within the countryside and the connection with the land there is de facto strong. Twenty kilometres away from us is the distretto – an industrial zone of vehicles: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and if you happen to need a bike, Ducati. That is an space 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 tell you a few things that makes me proud. In June, to rejoice the brand’s anniversary, we produced , a retrospective exhibition that happened in Florence’s nikelab stone island nineteenth 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, assessments and processes that had been required to create them. Entering and strolling by means of the exhibition was very emotional. I saw there in a really clear method the continuity within the Stone Island story. This made me really feel actually proud.
U: And the opposite thing
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 metropolis, he visits our factors of sale and sends me a postcard with a be aware about the store and the products. After a number of postcards, we met and now chat commonly over e-mail. I was really completely happy to see him on the opening of the exhibition. We additionally had fairly lots of people attend from abroad, mainly the UK, that visited Florence because of the exhibition. Are you able to see the point My customers are particular!