Carlo Rivetti: An Interview With Stone Island’s CEO
There are few clothes brands which have Stone Island’s cachet. For males who consider themselves modernists in the truest sense, the label’s philosophy of experimentation, innovation and exploration chimes with them completely. It is clothes that makes the wearer instinctively .
After 30 years of producing some of essentially the most influential garments in males’s trend, Stone Island have come up with something really special: Archivo ’982 ’012, a weighty, beautifully shot 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 book is as much a report of period of time as it is a historical past of 1 model.
Here, we speak to Stone Island CEO Carlo RIvetti about what the brand means to him, its place in the canon of Italian design and what the longer term holds for it. Overleaf, we look intimately at the clothes which have so inspired us down the years.
Umbrella: Ciao, Carlo. What are your five favorite pieces from the brand new Stone Island book
Carlo Rivetti: A troublesome question. I favor to speak about the crew as a substitute of the one participant. I’m a father of two sons and a daughter and I love them in the same manner – I don’t have a favourite one! With my garments it’s the same. All of them have a story and they’re all particular. I’d say that the guide is like a household album to me.
U:What’s the purpose of Stone Island at this time
CR: Stone Island is about analysis, experimentation, perform and use. It’s a sportswear model that carries on an ongoing investigation, by way of and without frontiers, on the processing and ennobling of fibres and textiles, leading to the invention of materials and manufacturing strategies never used before in clothes.
We test rather a lot on dyeing and therapies in our inside colour laboratory. It’s a division ready to combine superior expertise, expertise and human capacity, and has developed more than 60,000 completely different dyeing recipes all through these 30 years.
We also study uniforms and workwear. Our archive may be very a robust point of reference. I believe that our insatiable curiosity and the steady sounding of the present and the tension towards possible future scenarios are the situations for Stone Island’s steady evolution. We at all times look ahead!
U: Why are your clothes nonetheless so in style
CR: Why“still” We’ve simply began! First, our followers perceive the functionality and research into fabric and remedies that we’ve always carried out. A Stone Island garment does the job: it protects, it retains you heat, but it’s additionally very handsome to put on, 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 are feeling proud.
U: As your unique consumers age, will you change your clothes to suit them Or can your clothes be worn by anybody, regardless of age
CR: As soon as Stone Island was born, the brand had nice success. The ’80s were great years for us! Prospects, who used to purchase Stone Island 30 years ago, are nonetheless prospects to at the present time. Numerous them know almost every part about us.
Just a few years in the past I understood that the brand new era didn’t have all this data and didn’t absolutely perceive the brand. So I determined to engineer the collection in a more full means. It wasn’t meant to be a shift but a extra organic and layered method.
Firstly, we labored on the product itself and use of the garments, paying extra consideration by giving a ‘Stone Island feel’ to the lighter families of product. Then we labored on the communication facet, to fulfil people’s need to get extra information about Stone Island, advertising in , the Italian each day newspaper totally devoted to sports – all Italian males read it!
We additionally started talking with folks via the web, a truly wonderful tool. Stone Island, its historical past and the value of our merchandise are now recognized by younger individuals. Young persons are fast and clever, they perceive when you could have a true story of product, high quality and passion. So now we’re worn by a far broader vary of people.
U: What are Stone Island’s nice inspirations in the meanwhile
CR: We get inspired by individuals, architecture, design. At present we’re at the moment finding out some supplies used in the automotive industry. Through the Olympics, the outfits the athletes wear are very technical which is also inspirational. All the pieces inspires 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’m the eighth generation of my family working with textiles, so the roots are actually strong! Additionally, since the beginning, our headquarters have been in Ravarino, a small town near Bologna. It’s in the countryside and the connection with the land there is absolutely robust. Twenty kilometres away from us is the distretto – an industrial zone of cars: Ferrari, Lamborghini, Maserati, Bugatti, De Tomaso and for those who need a motorbike, Ducati. This is an space that produces goals, not mere merchandise. Italians are good at this.
U: What makes you proud about Stone Island after 30 years in business
I’ll inform you a few things that makes me proud. In June, to rejoice the brand’s anniversary, we produced , a retrospective exhibition that passed off in Florence’s 19th Century Stazione Leopolda.
The exhibition included over 200 pieces from the archives, divided in 10 thematic areas staged in some breathtaking settings, representing the innumerable remedies, checks and processes that were required to create them. Entering and walking by way of the exhibition was very emotional. I saw there in a very clear means the continuity inside the Stone Island story. This made me really feel really proud.
U: And the opposite thing
CR: My prospects! Just to offer you an instance: there may be an Italian drummer. Every time he’s on tour, as soon as he arrives in a metropolis, he visits our factors of sale and sends me a postcard with a notice concerning the shop and the products. After a couple of postcards, we met and now chat often over electronic mail. I used to be really happy to see him on the opening of the exhibition. We additionally had quite lots 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!