Stone Island opens a flagship store in Paris and a new showroom in Milan

The program is intense at the start of the year for Stone Island. On the occasion of Milan Men’s Week, the men’s urban sportswear brand owned by the Moncler group unveiled its new showroom on Saturday. At the same time, she announces another event, which will be held this time during Paris Fashion Week, the inauguration on Thursday 23 of her new flagship boutique on the prestigious rue Saint-Honoré.

In both cases, the label moved to more spacious locations, demonstrating its ambition and desire to grow. In Milan, he left his historic space in Via Savona, which he had occupied for twenty years, to settle not far from there, still in this trendy district in the south of the Lombard capital, at number 31 of Via Tortona, in a former garage and mechanical workshop.

The 1,750 square meter building was completely reconfigured by the architectural firm Benedetto Camerana Studio, which transformed it into a sort of gigantic modular hangar by also integrating gardens. Removable straight or curved walls make it possible to redefine spaces according to needs. The collection is displayed along the walls in color blocks, providing more collected areas, each focusing on the Stone Island sub-collections, namely Ghost, Stellina and Marina. In one corner, two transparent refrigerators hold the latest models of Ice Jacket in heat-sensitive fabric, which changes color depending on the temperature.

For fall-winter 2025/26, the brand took inspiration from Japan, continuing its important research work. In terms of new products, in particular, it subjected nylon to a color corrosion treatment for the first time in its history, creating an irregular chromatic effect on windbreakers similar to that obtained by the traditional Japanese technique of dyeing. by hand with indigo. Another experiment, this time on a knit cardigan. A manual spray painting technique, projected from different angles using two dyes, provides chromatic contrast, which continually varies depending on the light and viewing angle.

Exactly one year ago, Stone Island launched a manifesto from Milan, embarking on a new phase of development under the aegis of Robert Triefus, who took charge in June 2023. On this occasion, it announced a new communication concept. relying on its community. Since then, it has gained visibility and the opening of the Parisian boutique is part of this.

The label opened its first point of sale in the City of Lights in June 2011. An area of ​​80 square meters located at 316 rue Saint-Honoré. It moves not far from there, to number 233, significantly increasing its surface area by spreading this time over two levels. The project is signed by the agency of star architect Rem Koolhaas, Oma/Amo studio and will be an opportunity to unveil Stone Island’s new design concept, which has been tested so far in its Chicago store, and has evolved since then.

Stone Island was founded by engineer and textile creative Massimo Osti in 1982 (who later launched CP Company). Carlo Rivetti, from a family of Italian textile industrialists, has been involved in the brand since 1983 and took over the company in 1993, until selling it in 2020 to the Moncler group. Since then, its distribution model has changed significantly. The direct sales network, which has 91 stores (to which are added 11 franchise stores) as of September 30, 2024, represents 46% of total turnover over the nine months of last year. Over this period, sales jumped by 29%, while wholesale sales fell by 22%.

Over the first nine months of 2024, the brand reached a turnover of 292.4 million euros, down 6% compared to the same period a year earlier. Europe, its largest market with a share of 69.7%, saw its sales fall by 9%. In Asia, which is its second largest market with a share of 23.3%, sales jumped 18%, while they plunged 25% in the Americas.