In line with the Pitti Uomo, Stone Island celebrated the opening of its flagship store in Florence on Wednesday, 9th January 2013. After openings in Milano, Rome, Verona and Riccione - the Stone Island store is the fifth in Italy. "I am very proud to open a store in the heart of florence. It is a place that I know really good and our collections have been present for a long time here", said Carlo Rivetti, owner and creative director of Stone Island.

The new location covers a surface area of about 80 square meters, spread over two floors and is placed at
Via Vacchereccia 18/20. The following collections are available in the flagship: Stone Island, Stone Island Shadow and Stone Island Junior. The interieur design is based on the “Item/Unit 2” system.

During the opening event 307 photos from the illustrated book 'Stone Island Archivio `982 - `012'
were projected on a thin curtain made of nylon strings, which was streched over the whole street.