Stone Island, the premium Italian sportswear brand owned by SPW Company, continues to register hits. It reached €100 million in sales by the end 2015, an increase of 20% compared to the previous year. The company has signed its third collaboration with iconic streetwear brand Supreme, and continues its international growth process by expanding in North America.

Here, brand president and owner Carlo Rivetti explains how important the streetwear sector, North American market and young consumers have become for the brand’s growth and reputation.
Stone Island x Supreme spring/summer'16
Stone Island x Supreme spring/summer'16

Stone Island recently signed its third season collaboration with Supreme for s/s 2016, and the collection sold out immediately. Is the streetwear market appealing for you?
Stone Island is a sportswear brand defined by textile research, great care for functions of use and a strong male aesthetic. The streetwear market – an increasingly growing and always evolving international movement strongly attracted by product value – has recently started “adopting” us, so it's not the result of a particular marketing strategy. Supreme, an undoubted founder and reference brand for streetwear, came to us as they were attracted by our product-consistency and because they consider us an authentic and unique brand. Fanatical as we are in terms of product, this confirms how transversal our consumers and products are. Also NikeLab and Japanese brand Porter came to us wanting to collaborate. And since I’m European, I’m proud to be appreciated beyond cultures – I believe these companies are drawn to us because they can find products that others cannot offer them. It’s the uniqueness of our production process that makes us exclusive.

Are you planning to embrace the identity with new projects and capsules in order to attract a younger clientele?
There are quite a few differences between us and the streetwear market in terms of product-content and price range. But all over the world, young consumers are strongly attracted to high-research products. We owe this in part to the sneaker-culture, though there is much more to it…The digital world has given us a higher profile among younger generations. Also, in our most consolidated markets we’ve become successful among younger consumers. For instance, in the UK, a highly consolidated market for us, our most requested size has changed from XL to M over the last five years – this points to a clear trend. Though our brand is transversal and simply aimed at men with passion for our product, when we organize events we’ve noticed that younger and adult generations like to discuss archive pieces and items that are at the cutting edge of research. We don’t have a specific age target because we speak to everyone.

Stone Island fall/winter 2016-17
Stone Island fall/winter 2016-17


You’ve increased your presence in North America recently. Has the connection to the streetwear world helped you?
In Canada and the US, we've been distributed through about 40 select multibrand stores for some time. I had positive signals over the last two years from North America, so we decided time was ripe to explain how we create and “build” Stone Island projects and our unique products to a continent that still doesn’t know much about us. Stone Island has already opened a store in Los Angeles and will soon inaugurate a new one on New York’s Greene Street. The store will host an important section focused on “emotional/tutorial” activities, presenting some of our most significant pieces of clothing both from the present and past. We’ve also developed a website and an app specifically for Canada and The US to help us tell our story in the best possible way across a whole continent.

Stone Island fall/winter 2016-17
Stone Island fall/winter 2016-17