Interview With Carlo Rivetti On Stone Island
That is the title of the most important exhibition through which Stone Island is recounting its 30 yr historical past, which will open on 19 June at the Stazione Leopolda in Florence, in collaboration with the Pitti Discovery Foundation, as one of the special events of Pitti Uomo eighty two.
We’ve requested Carlo Rivetti, Chairman and CEO of Sportswear Firm, to inform us about Stone Island.
_ How did the Stone Island journey come about
In 1982, from the genial thoughts of Massimo Osti, with a set made using a particular fabric, Tela Stella, normally used for the roofs of trucks, and with a particular therapy, resin end. 7 jackets in all declined in 6 totally different bicolor objects. It was a really innovative venture, and was instantly a great success. I joined the corporate a 12 months later.
_What’s the key of a model with such a powerful id
Stone Island has had a special gift since its very inception, that of being able to speak with the top consumer. It was the early 1980s and this was the start of the emergence of the primary era of customers fascinated by fashion, attentive to the product; it was the period when the youth scene in Milan actually took off. Since then, a beautiful relationship has been developed primarily based upon mutual respect and an excessive amount of integrity, without compromise. Today, brands open up to a plethora of licences and begin producing unthinkable issues. Stone Island has at all stone island reflective field jacket times remained true to itself, with out concessions. And so we’ve got been able to rejuvenate our target market of consumers; we reach out both to our historical customers, those who have faithfully stayed with us for thirty years, but in addition to the youthful crowd, to the brand new generations of right now.
_Can it be said that Stone Island is a cult brand
It gives me great pleasure to say that our Facebook page has more than 100,000 followers. The onerous-core followers are in England, Holland and different North European nations, and our supporters in Germany are additionally growing in number. But the attachment the English have to Stone Island is astounding: when I am feeling down, I always go there, they ask for my autograph, they ask me to carry their youngsters … it’s unimaginable.
_After three many years of vogue and analysis, what does Stone Island have left to say
We haven’t stated anything yet! For me, analysis is an infinite subject, additionally because via research, you meet different researchers… At this historic time, doing analysis shouldn’t be straightforward; with all of the difficulties the Italian trend trade is going through, fewer and fewer firms are doing it, and as an alternative they arrive to us. Stone Island has nonetheless received too much to say, for instance, for the subsequent two years we’ve already developed sturdy content for our new collections. We’ve got some wonderful rabbits to tug out of the hat. Our inventive staff is cut up between Milan and Ravarino, within stone island reflective field jacket the province of Modena, transferring from what we name the “thinking” stage to creation of the garment. The Stone Island inventive team comes from everywhere in the world, from Mexico, Germany, England… we are multicultural, with many various experiences behind us. We’re a bit like a brigade of chefs, every specialising in a sure course, one in every of us the starter, one the main…and then there’s me, I’d be the top chef.
_Why select an exhibition to inform of your 30 year historical past
As a result of it is in step with our mind-set. A occasion would have been upon invite, a closed occasion, as a substitute we wish to speak with the world. It is a format per our method Stone Island News of speaking. We need to deliver our finish prospects to go to the exhibition, and what they’ll see is the most Stone Island factor that exists. For the exhibition, initially we thought a few chronological journey by way of the years however as an alternative the 2 curators – Simon Foxton and Nicholas Griffiths – created a journey through technological therapies, by the types of interventions on the fabrics. And I think that this was the precise selection; it’s a language that I do know very nicely, since I am from Biella and, as they say the place I come from, I used to be “brought up on bread and yarn”. Perhaps more yarn than bread!
_What is the relationship between Stone Island and Made in Italy
Our shoppers around the globe know all too nicely that Stone Island is an Italian product, as a result of they’re educated shoppers they usually wish to know. Probably the most a part of our merchandise are made in Italy, but as an example we have now a garment created in China, the heat-sealed cotton down jacket: it is just made there because there’s an organization in a position to heat-seal the cotton and it’s owned by a German. On this case, we went to seek out the expertise, not for other reasons. I don’t want to come across too presumptuous: Ravarino is close to Maranello, where they produce dreams that travel around the globe, which couldn’t be produced anyplace else on the planet. Stone Island is like Ferrari, rooted within the land. That is a vital trait.
_What is your favourite garment
Like all football coaches, I don’t like to talk about the individual players. Every piece is a bit of Stone Island history, it provides me particular feelings, maybe as a result of it’s linked to a selected private experience. It becomes tough to choose one. For me it is as though they are all my children.
_What’s the challenge for the long run for Stone Island
We’re more and more aware that it is crucial to speak to the people, the end consumers, capitalising on the world that is becoming ever smaller, thanks to the means of communication, the better transport links. Because we realise that what we have to say, our message, is of true value to the end consumers.