Translated by
Roberta HERRERA
Printed
January 20, 2025
The beginning of the 12 months has been notably dynamic for Stone Island. On Saturday, throughout Milan Vogue Week Males, the sportswear model revealed its newly designed showroom on By way of Tortona in Milan. And on January 23, the model will inaugurate its new flagship retailer on the distinguished Rue Saint-Honoré in Paris, completely timed to coincide with Paris Vogue Week.
The brand new Stone Island showroom on Milan’s By way of Tortona – ph Delfino Sisto Legnani – DSL studio
In each circumstances, the model has transitioned to considerably bigger areas, underscoring its bold progress technique and dedication to enhancing its presence in key markets. In Milan, Stone Island relocated from its long-standing house on By way of Savona, the place it had operated for twenty years, to 31 By way of Tortona, within the metropolis’s modern southern district. The brand new venue, a repurposed storage and auto workshop, presents a recent perspective on the model’s identification.
The expansive 1,750-square-metre constructing was utterly reimagined by Benedetto Camerana Studio, reworking it into a flexible, warehouse-inspired house that includes inside gardens. Versatile detachable partitions, each straight and curved, permit for customisable layouts tailor-made to varied wants. Collections are introduced in visually hanging colour-coded blocks, with devoted areas spotlighting Stone Island’s sublines: Ghost, Stellina, and Marina. Including an revolutionary contact, the showroom additionally options two clear fridges displaying the newest Ice Jackets—clothes made with thermal cloth that modifications color primarily based on temperature.
For its Fall/Winter 2025-26 assortment, Stone Island has drawn inspiration from Japanese craftsmanship, pushing the boundaries of textile analysis and innovation. A standout function is the model’s first-ever nylon subjected to a color corrosion course of, creating irregular chromatic results that evoke conventional Japanese hand-dyed indigo strategies. One other revolutionary piece is a knitted cardigan handled with guide spray-paint strategies utilizing twin dyes, leading to shifting contrasting colors that fluctuate with gentle and viewing angle.
A 12 months in the past, Stone Island marked a turning level in its journey by launching a manifesto from Milan, signalling a brand new growth part below the management of Robert Triefus, who took the helm in June 2023. The model launched a community-driven method to communication, considerably boosting its visibility. The opening of the Paris flagship retailer represents a pivotal step on this technique.
The showroom extends over 1,750 sq. metres – ph Delfino Sisto Legnani – DSL studio
Stone Island first entered the Parisian market in June 2011 with an 80-square-metre boutique at 316 Rue Saint-Honoré. The brand new flagship retailer, situated close by at 233 Rue Saint-Honoré, spans two ranges, providing a considerably expanded retail house. Designed by the famend OMA/AMO studio led by Rem Koolhaas, the shop will unveil Stone Island’s newest retail idea, initially examined within the model’s Chicago retailer and additional refined since.
Stone Island was based in 1982 by engineer and textile innovator Massimo Osti, and has just lately undergone a transformative evolution. Carlo Rivetti, a key determine within the model since 1983, acquired it in 1993 and led it to develop till promoting it to Moncler in 2020. Because the acquisition, the model has shifted its distribution technique to emphasize direct-to-consumer channels. By September 2024, Stone Island operated 91 immediately managed shops and 11 franchised addresses, with direct retail accounting for 46% of whole income. Throughout this era, direct gross sales surged by 29%, whereas wholesale income dropped 22%.
For the primary three quarters of 2024, Stone Island reported €292.4 million in income, a 6% decline in comparison with the identical interval in 2023. Europe, the model’s largest market, accounting for 69.7% of its income, posted a 9% drop in gross sales. Conversely, Asia, its second-largest market with a 23.3% share, noticed gross sales soar by 18%. Nevertheless, efficiency within the Americas sharply declined, with gross sales plunging by 25%.
