Interview with Cheap Stone Island: No joint name for joint name

Speaking of Cheap Stone Island, in addition to the iconic compass logo, I believe many people think of it and NikeLab, Supreme which are hard to find, and because of this, this has been focused on functionality and practicality since its birth. The Italian brand has become “unexpected” in recent years, and has been tagged with trends, and is also the best choice for experienced players who are looking for functional clothing.

But like its name, Stone Island always gives a mysterious chilly feeling, cool promotional videos, cool-toned store atmosphere, ungrounded market activities, and even the most popular connections are not often Do, this is not the same as the daily operation of other Hype brands.

Recently, Stone Island’s POP-UP landed in Beijing SKP, and the owner, Mr. Carlo Rivetti, also unveiled the scene. So I had the opportunity to take a look at Stone Island’s stomach problem and come to the POP-UP scene to have a light chat with Mr.Carlo. To understand Stone Island’s “rigorous” standards of collaboration, an understanding of fashion, and the original intention of setting up the Shadow Project, let’s take a look:

Carlo Rivetti

Stone Island

⌈Stone Island has both 60-year-old and 20-25-year-old young consumers⌋

Simply introduce ourselves to ourselves.

Carlo Rivetti: I am Carlo Rivetti. My family has been involved in the textile and apparel business and started to join the family business in 1982. I am the head of the Italian brand Stone Island with a long history and I am very happy to be in Beijing.

Among young people, Stone Island is popular because of the prevalence of street culture, such as the cooperation with Supreme, can share how it happened?

Carlo Rivetti: Stone Island has a 37-year history, but we are not directly related to street culture. Now it can be associated with the younger generation. It is important to work with NikeLab and Supreme to connect with different groups. Things. I like Supreme very much. It has a brand with more than 20 years of history and even changed the fashion circle. Their products are very suitable for the taste of modern young people.

(About the cooperation with Supreme) One day I received a call from the United States, and then I met the staff of James Jebbia and NikeLab, so everyone hit it off and decided to do something together. In fact, I have always been cautious about joint names, because there is too much cooperation just to put the two brands together. For example, when James Jebbia said that we should be a joint name, I will say no at the beginning. The key to the cooperation is that it only makes sense when both James and James like this joint product. This is what I think is correct. Joint method.

(Source: Supreme New York)

What do you think is the commonality between street culture and Stone Island?

Carlo Rivetti: As we said before, we have a 37-year history. Our aesthetic language, product style and way of doing things have not changed. Although young people like street culture, we don’t make a living. Fortunately, the group that loves street culture now also likes Stone Island.

Now, the main consumer group of Stone Island is…

Carlo Rivetti: In Europe, Stone Island has both 60-year-old customers like me and 20-25 year olds. This is a magical thing.

Oh, I don’t want to cooperate with the new brand. Now many cooperations don’t have much sincerity.

In the past few years, functional fabrics have become more popular in fashion circles and street circles. What do you think of this trend?

Carlo Rivetti: This has always been what we are doing. Functionality, practicality, innovation and technology are the DNA of Stone Island. Now more people can pay attention to it, and it also represents the affirmation of our brand and products. Stone Island neither catches up with fashion nor follows the street trend. Everyone likes Stone Island to follow their own path.

For example, brands such as Nike and Uniqlo now attach great importance to the use of functional fabrics. Will this put pressure on you?

Carlo Rivetti: Actually, Nike doesn’t always use functional fabrics, but what’s interesting is that in the case of the same performance fabrics, they are doing sportswear, we are making more functional garments, so It doesn’t put pressure, and sometimes we do better than other brands. For example, some Gore-tex fabrics are only owned by us, and many innovative uses are also pioneered by Stone Island. In addition, professional organizations engaged in textile research and innovation know that Stone Island is better able to present new features and technologies.

Will this trend have other effects for you?

Carlo Rivetti: The only thing we have to do now is to continue to do more innovation. Fortunately, Stone Island currently has enough innovative concepts to meet the future for a long time. While functionality is important, the design of the product cannot be ignored, and we aim to make products that combine performance, creativity and appearance.

Will this trend make Stone Island the object of everyone’s cooperation?

Carlo Rivetti: In fact, we continue to receive invitations from around the world, at least 10 times a week, but I don’t want to work with new brands, especially in the case of a perfect collaboration with NikeLab and Supreme. As I said before, there is not much sincerity in many cooperation.

ICE JACKET (color source: Stone Island) that can change color at different temperatures

What functional fabrics does Stone Island have become more and more popular?

Carlo Rivetti: Ice Jacket, born in 1988, has evolved into the leather version of Ice Jacket. Since it has been working on innovative technologies, now we can make things that we couldn’t do in the past. They are all on Stone Island. Landmark fabric technology.

The best products are the first one, and the next is the armband.

But now many people buy Stone Island just for the compass armband, Logo worship is getting more and more serious, it seems that in their eyes, the performance of the fabric is not comparable to the logo on the sleeve, how do you and Stone Island think about this phenomenon?

Carlo Rivetti: First of all, this armband is detachable, and in Europe it has evolved into a community culture. When two people wearing Stone Island meet, they will find a sense of identity with each other because of this armband. I want to bring this sense of identity to China, where I form a similar community culture.

Secondly, for Stone Island, the core of the product is the quality of the product. In the European market, what our consumers are most concerned about is the product, the younger generation is also the same, followed by the iconic compass armband. I personally think that a good product is the first one, and then the armband.

In addition to continuing to work on fabrics, will Stone Island do more in the future?

Carlo Rivetti: Actually, it’s not that Stone Island is doing men’s clothing. The fashion trend is unpredictable. Today’s fashion may be out of date tomorrow. We are neither going to show nor show, more like the dimension of industrial design. Into the fashion circle, this is a unique feature of Stone Island. So we don’t deliberately catch up with fashion, but instead use more energy in technological innovation and our own style of design.

Would you choose to use the popular social media to open the Chinese market?

Carlo Rivetti: Stone Island is active on social media in Europe and the United States, and needs to work hard in China. This is why I came here this time. I think social media is the most important way of communication now, so to open up the Chinese market, we need to do more in new media. We will use the same publicity as in Europe and the United States. The 37-year history represents Stone Island. There are many stories to share with you, but this is a long-term process. I don’t think everything is done overnight.

After 10 years, Errolson’s design can still touch me and our consumers⌋

Shadow Project

Talk about Shadow Project! This year is the 10th anniversary of the Shadow Project. What was the starting point for the initial establishment of this branch?

Carlo Rivetti: The Shadow Project is somewhat experimental, it doesn’t have a particularly large production volume (up to 100 pieces each), so when we have the latest fabric technology, we will first apply it to this branch. After determining the feasibility of these un-industrial fabrics, they can be extended to the main line.

Errolson Hugh, in addition to his own brand ACRONYM, has also worked with Stone Island and Nike for a long time.

What was the opportunity to find Errolson Hugh?

Carlo Rivetti: Ten years ago, I saw a sports mountaineering brand that was inspired by the wear of Tibetan monks. After reading it, I felt great. The designer must be a genius. Then I met Errolson. After we became friends, we decided to do something together, so we had the Shadow Project. For him, this is a new field, and for Stone Island, it is interesting to hire a designer with a completely different cultural background. He is different from anyone else on our design team. When different cultures are combined, there are usually some wonderful chemical reactions.

Shadow Project 10th Anniversary Special Series (Source: Stone Island)

What is the biggest difference he brings to Stone Island?

Carlo Rivetti: In many ways, Errolson’s ideas are completely different. I still clearly remember the zipper he showed me for the first time, completely overturning the previous Stone Island product. So I think that starting from the details can also bring about major changes. Secondly, he also made a big difference in the way he made clothes. After 10 years, I was very happy to see that his design still touched me and our consumers. This is very important.

Traditional ladies’ fashion may not have much demand for functional fabrics, but we can see more and more young girls starting to wear Stone Island, and the taste of street girls is gradually approaching boys. What do you think of this phenomenon?

Carlo Rivetti: Many girls are now wearing Stone Island. They don’t care if it’s men’s or women’s wear, especially in Europe. Consumers are becoming more and more savvy, they all need high quality products, and girls are the same. So when you want to buy a high-quality clothes, you will come to Stone Island. We know that our quality is undoubtedly superior.

In the face of more and more female consumers, will we consider opening up women’s clothing lines in the future?

Carlo Rivetti: No, it seems that we don’t need women’s spurs, they are already wearing men’s clothing from Stone Island, aren’t they? !

Through this face-to-face chat, Stone Island and Mr. Carlo both gave me a cool feeling. They not only have independent thinking ability, but also form a complete world view of their own, which is why no matter how the fashion trend changes. Stone Island has always insisted on the constant exploration of fabrics and technology.

Of course, the personality is too bright and often do not do it. It is impossible to achieve “eight-faced exquisiteness”. The screening of brands and customers is two-way, as “YOU ARE WHAT YOU WEAR” says. If you happen to be keen on functional clothing, feel free to visit the Stone Island Pop-Up in SKP, Beijing before November 30!