NO MAN IS AN ISLAND

Carlo Rivetti of Stone Island.

An incredibly iconic, yet still effortlessly relevant brand, Stone Island has thrived partly because of the diversification in its appeal; you will see both rappers such as Drake and classic Hollywood types like Steven Spielberg donning the iconic badge.

Carlo Rivetti, who took over the brand from founder, Massimo Osti, tells us "Stone Island is my pride and passion, which transpires from all the people working with me on the brand that has now informed generations of men."

Stone Island has also set a new yardstick when it comes to innovation and experimentation with its fabrics, colours and structure.

Rivetti adds, "It is a young and multicultural team, made by fantastic individuals, all deeply passionate and knowledgeable about the history and values of the brand."

The recent explosion in the North American market can almost dismissively be chalked down to Travis and Zayn Malik wearing Stone Island, but the truth is simply far more creative than that. That recent explosion in the North American market can almost dismissively be chalked down to the likes of Drake or Travis Scott donning the iconic badge, but the truth is simply far more creative than that.

Stone Island has always had a place in British subculture, but for the most part it’s more than a brand, it’s a mythology. While Rivetti has discussed the impact of having some of the biggest recording artists in the world wear his clothes, when he spoke to Drake, for instance, the Canadian rapper already knew the brand – his Mother wore Stone Island while he was growing up. Further proof that lasting popularity comes with the diversification of those that remain loyal to your brand. Catching up with whom he calls his own ‘pazoni’ in London at an event last year, Rivetti noted how the older fans, donning their old school Stone Island jackets, were connecting with younger ambassadors of the brand who were in their late teens.

Carlo Rivetti (Stone Island) and Santo Versace at a Charity Football Match in Milan, Italy.

A former athlete himself and die-hard Inter Milan fan, Rivetti realised how important maintaining the classic sportswear hybrid nature of Stone Island was and implemented a new experimentation wing, ‘Shadow Project’ with ACRONYM founder, Errolson Hugh. Hugh, who also worked on the hugely successful NikeLab ACG line, is seen as one of the most innovative creative forces in modern menswear design. That collaboration turned out to be a match made in heaven, with the visceral creativity of Hugh, blending perfectly with vast depth of knowledge of those at Stone Island who had long mastered the cutting of material.

For Spring Summer 2019, Rivetti offers a selection of logo-detailed overshirts, Gore-Tex field jackets and cargo shorts in neon bright hues.

Few other globally known brands offer the type of functionality and performance with a similar type of detail. Rivetti’s openness to collaboration with a brand with such a strong, stirring heritage will see Stone Island continue to thrive and delight fashion conscious men of all ages.

TAKE ME TO THE ISLAND

Fan of Stone Island? See C.P. Company’s new campaign with Rejjie Snow A Love Letter to Dublin.