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OVERVIEW

A culture of research, experimentation and usability are the matrixes that have always defined Stone Island; the brand, established in 1982, destined to become a symbol of extreme research on fibres and textiles applied to an innovative design.
Each Stone Island piece is born from a perfect synthesis between experimentation and usability, between the study of fabrics and rationality.
The study of uniforms and of workwear, its evolution according to new functions of use, becomes Stone Island’s observatory for defining a project where the clothing’s purpose is never just purely aesthetic.

An on-going and in-depth investigation on the transformation and ennobling of fibres and fabrics, and on the unique ability to intervene on the finished garment through continuous dyeing experiments have led to the discovery of materials and production techniques never previously used by the clothing industry. This has brought Stone Island -over the years- to develop more than 60,000 different dye recipes.

HISTORY

Stone Island was born in 1982 in Ravarino, Italy, a small town in the Province of Modena. The story begins almost by chance from the creative mind of Massimo Osti, with the study of a special material: a two-sided and two-tone truck tarpaulin, so rigid and full-bodied that it had to undergo heavy stone wash procedures to tame the structure of the material. The result was surprising, a garment with a worn and highly appealing appearance. Seven jackets were made in that single canvas, named Tela Stella. The fabric recalls the waxed jackets corroded by the sea and by the sun. The garments draw inspiration from the military uniforms and by the work-wear, in terms of function and structure. To this, the “Badge” has been applied and held on by two buttons showing the Wind Rose and acting as the insignia of a military captain. The first collection was born with a strong identity and needed an important name: Stone Island, inspired by the most recurring words in the novels of Joseph Conrad.

BUSINESS MODEL

THE COLLECTIONS
RESEARCH AND DEVELOPMENT
PRODUCTION
DISTRIBUTION
MARKETING, COMMUNICATION AND DIGITAL MEDIA
COLAB
3P PROJECT (Product - Processes – Packaging)

At the forefront of the menswear, Stone Island redefined the informal luxury wardrobe with its new point of view, giving life to a style defined as NEO-LUXE, the brands manifesto to re-define the new concept of contemporary man luxe.

Stone Island is globally perceived as an “original” brand, followed by a passionate and transversal clientele that recognizes the brand’s deep passion for a reliable, honest and recognised product, with a strong tendency to research and experimentation.

The brand is characterized by its different iconic visual codes. Stone Island expresses itself not only for the use of its atypical branding, the “Badge”, a removable rectangular label, that exhibits the embroidery of the Stone Island Compass; but also, for the wide exploration of colour, with unique treatments and techniques, finishes and details of the garments and for its memorable design lexicon.
Since 2005 Stone Island Junior represents the declination of the brand for children and teenagers from 2 to 14 years old.
Since 2008 offers Stone Island Shadow Project, a seasonal collection of pure functional design.

Four decades dedicated to textile research, experimentation, study of the garment’s function and to innovation, often investigating worlds far from clothing have made Stone Island a brand defined by its unique research. A vision and method of investigation recognized as an essential point of reference for the world of apparel and design today.

Important challenges faced with the commitment of creatives who have expressed passion and enthusiasm for their work have managed to transfer their vision into the product, pushing the research on uncharted territories. Thus, PROTOTYPE RESEARCH, project born in 2016, pushed the boundaries of limitless research. These include limited editions, unique projects of a few numbered garments not industrialized presented on annual cadence.

The complete product development cycle is managed internally, at the Sportswear Company Headquarters in Ravarino, province of Modena, in Northern Italy.
Stone Island’s mission has always sought product innovation through continuous modernisation of know-how and an all-around research on fibres, yarns, fabrics, finishes and dye whilst cultivating the ambition to offer a product that is unique in its category.
In order to achieve this mission, development has been carefully managed through an internal and integrated system in which modelling, prototypes and dyeing combine with established external partnerships in both research and execution.

The value chain is as much in the selection of accessory and component materials as in manufacture and dyeing, carried out under strict supervision of technicians at established partners that are aligned with the Company’s ethical and regulatory codes.
Fabrics and yarns are supplied by the best Italian and foreign companies, with a particular focus on Japan and Korea.
Manufacturing is in Italy, in the Mediterranean basin and in the Far East, at established third-party companies trained in the know-how needed to satisfy the brand’s standards of quality and reliability.

Stone Island is distributed in the most relevant markets through the online store, mono-brand stores, most important department stores and the best independent multi-brand boutiques and e-tailers.

In 2020 Stone Island generated 28% of revenues in the domestic market, 52% in the Rest of Europe and 20% in the Rest of the World. The wholesale channel accounts for 78% of revenues while the remaining 22% is generated by the online channel and by the network of 24 directly managed stores.

“The image is the product”, is the absolute protagonist also in communication.
Over the years, the brand has created a strong and recognizable iconography entrusted to the multiculturalism expressed by the faces of the models and the direct photo shoot on a white background where the garments are perfectly legible.

The detailed description of the fabric and the treatment of each individual garment is also present in the advertising campaigns.

Stone Island’s tone of voice is direct and informative. Without adjectives, it is closer to the rigour of industrial design than to the world of fashion and lifestyle.

A solid Brand Visual Identity is also apparent in the videos.

The product remains at the centre of marketing activities, installations, special projects in flagship stores and pop-ups with clients of international importance.

Both website and social media reflect the clean and industrial aesthetics of Stone Island.
The social media of reference is Instagram, flanked by the main platforms: Facebook, Twitter, Pinterest, You Tube and Vimeo, in addition to Chinese social media: WeChat, Weibo and Little Red Book.
Stone Island has a very active fan base that interacts intensely with the official account and that promotes the brand through many spontaneous fan-based groups on social networks.

Over time Stone Island got closer to the music world, an important brand’s communication tool. Since 2015, STONE ISLAND PRESENTS the project for international music events featuring high profile talents from the electronic music scene and more.
Furthermore, STONE ISLAND SOUND, founded in 2020, is the project that supports contemporary music productions. A harmonious set of playlists, record releases and soundtrack for stores with the aim of promoting local scenes and communities while building an ideal world sound map.

The common thread that runs through the history of Stone Island’s collaborations is that they take place with mutual respect between collaborators. This was the case for the ante litteram collaborations, which the company had with Adidas and New Balance, from 2009.
Similarly, other important collaborations with Supreme (from 2014 to today), Nike (from 2016 to 2019), Head Porter (2015-2020) Persol (2020) and from 2021, the long-term partnership in with New Balance.

Stone Island has long started an internal process of attention to environmental issues, committing itself to managing and reducing the impact generated, directly or indirectly, by its production activities.

Particular attention is paid to the materials used in packaging and logistics, preferring the use of recycled materials from sustainable sources, consistent with a circular economy perspective.

Since 2019 Stone Island has joined the “ZDHC Roadmap to Zero Programme”, thus supporting the principles of this program for a widespread implementation of sustainable chemistry, promoting innovations and best practices in the textile, clothing and footwear sectors to protect consumers, workers and the environment.
The company is committed to collaborating to support and develop the program through active engagement with other brands, resellers and interested parties.

VALUES

“All of us at Stone Island live for the product, it’s our passion, our lymph, our language, our goal”.

Carlo Rivetti, President and CEO of Sportswear Company.

Stone Island people, customers and all stakeholders share two important values with the brand.

LAB LIFE CULTURE
ENDLESS PASSION FOR ENDLESS KNOW-HOW

LAB is the constant, scrutinising and boundless investigation into the transformation and enhancement of fibres and fabrics, which brings discoveries of new materials and production techniques that have never previously been used in the clothing industry.

LIFE is the lived experience, the identity, the perceived status of anyone who wears Stone Island. It’s the strong and recognisable aesthetic that originates from the study of uniforms and work clothes, recreated with new needs in mind, to define a project where the function of the garment is never just aesthetic.
This is our culture. Everyone in Stone Island lives on constant and continuous research, and believes in functionality as an expression of unique and inimitable beauty.

Endless passion and endless know-how in design and in product have always been the basis of the Stone Island brand and the founding principles for all stakeholders of the brand.
The product-centred ethos spreads through both the Stone Island collection and all those living the brand, every day, inside and outside Company.

KEY FINANCIAL HIGHLIGHTS

 

In the second quarter of 2021, when it was first consolidated into the Moncler Group, the Stone Island brand reported revenue of EUR 56.2 million (EUR 144.3 million from 1 January 2021).

 

REVENUES BY CHANNEL

DTC WHOLESALE
28% 72%

REVENUES BY GEOGRAPHICAL AREA

AMERICAS ASIA EMEA
11% 12% 77%

MONO-BRAND STORES NETWORK


At 30 June 2021, the network of mono-brand Stone Island stores was made up of 30 retail and 56 mono-brand wholesale stores.



HUMAN CAPITAL


In 2020, Stone Island employed 308 full-time equivalent (FTE) staff.