Moncler Group | Annual Report 2024 Board of Directors’ Report 47 Moncler Group | Annual Report 2024 Board of Directors’ Report 46

Stone Island brand

Stone Island — Collections

Stone Island has consistently pushed fabric technology and

experimentation, particularly focusing on functionality,

resulting in an immediately recognisable signature of cut, form,

materiality and colour.

Alongside the Stone Island men’s collection, the brand of fers

the Stone Island Junior collection — a declination for children

and teenagers from 2 to 14 years old. The Stone Island of fering,

in addition to the Main collection, is structured into three

sub-collections, each designed to meet the needs of dif ferent

market segments: Stone Island Ghost, featuring entirely

monochromatic garments with a sophisticated aesthetic;

Stone Island Marina, strongly inspired by the navy world and

the brand's archival pieces; and Stone Island Stellina, of fering

looks with high-performance functionality and essential design.

Stone Island — Research and Development

Four decades dedicated to textile research, experimentation, study

of the garment’s function and innovation, often investigating

worlds far from clothing, have made Stone Island a brand def ined

by its unique and distinctive research and an essential point

of reference for the world of apparel and design today.

Important challenges also faced thanks to the commitment

of the creative team, who managed to transfer its vision into

the product, with passion and enthusiasm, pushing its research

ef forts in uncharted territories.

Stone Island — Production

The complete product development cycle is managed internally,

at its Headquarters in Ravarino, in Emilia Romagna.

Stone Island’s mission has always been to pursue product

innovation through continuous deployment of know-how and

all-around research on f ibres, yarns, fabrics, f inishes and dying,

while cultivating the ambition to of fer a product that is unique

in its category

To achieve this mission product 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 when it comes to the selection of

ancillary materials and components as well as to manufacture

and dyeing is managed under the strict supervision of

Company technicians at established partners that are aligned

with the Companys ethical and regulatory codes

Fabrics and yarns are supplied by the best Italian and foreign

companies, in particular from 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 sustainability.

Stone Island — Distribution

The Stone Island brand is distributed globally both through

the wholesale channel and with direct presence (retail stores).

The brand is currently present in the most important

department stores in the world, also with dedicated spaces

(shop-in-shops), in the best multi-brand boutiques and

in the main e-tailers, besides having developed a network

of 90 directly managed mono-brand stores as well as the online

store. In 2024, the e-commerce (.com site) was internalized,

accompanied by the implementation of a new front-end concept

for the platform, designed to enhance user experience and align

with Stone Island’s new global communication strategy.

In line with the Group's strategy aimed at the integrated

development of its distribution channels, Stone Island has been

steadily advancing on the path toward greater control

of distribution on international markets, through a progressive

direct management of the markets previously managed

by distributors and through the expansion of the DTC channel.

Indeed, after the internalization of the distribution in the

Korean and in the Japanese markets as well as the internalization

of the DTC channel in UK in 2022, in 2024 Stone Island

completed the process initiated at the end of 2023 to assume full

control of the brand's distribution in the Chinese market.

At the same time, the Company keeps enhancing its control

and doors’ selection in the wholesale segment, a channel

of strategic importance for Stone Island, with the aim of further

elevating the positioning of the brand itself.

In 2024 the wholesale channel accounted for 48% of revenues

while the remaining 52% was generated by directly managed

stores and the online channel As of 31 December 2024

the network of Stone Island monobrand stores comprised

90 directly operated stores DOS a net decrease of 1 unit

compared with 30 September 2024 and a net increase of 9 units

compared with 31 December 2023 The Stone Island brand

also operated 9 monobrand wholesale stores a net decrease

of 6 units compared with 31 December 2023

Stone Island — Marketing, Communication and Digital Media

The product is the absolute protagonist in every marketing

activity, starting from the brand narrative.

Over the years, the brand has created a strong and

recognisable 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.

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.

In 2024, Stone Island unveiled its “The Compass Inside”

manifesto and launched the f irst of its “Community as a Form

of Research” advertising campaigns. A creative direction led

by Ferdinando Verderi which sees members of its community

wearing emblematic items from the collection, shot

by photographer, David Sims. Those featured in the campaigns

to date include actor Jason Statham, musicians Dave and

Liam Gallagher, designer Philippe Starck and the f irst ever

female community member in a Stone Island campaign,

DJ and producer Peggy Gou.

“The Compass Inside” is a declaration of values and beliefs

that are innate to Stone Island. Founded in 1982 with a mission

to put material research and innovation at the centre of its product

development and collections, “The Compass Inside” speaks

to every

member of the ever-growing Stone Island global

community

with a shared purpose that gives Stone Island its unique strength.

Over time Stone Island got closer to the music world, an

important brand’s communication tool, with STONE ISLAND

PRESENTS, a project for international music events featuring

since 2015 high prof ile talents from the electronic music

scene and more and with STONE ISLAND SOUND

founded

in 2020 a project that supports contemporary music

production with the aim of promoting local communities while

building an ideal world sound map STONE ISLAND SOUND

evolved in 2024 creating a platform to explore sound through

the communities who create it through partnerships with artists

and creators with sound distributed via Apple Music and Spotify

In 2023 Stone Island announced a global multiyear

partnership with Frieze a leading international contemporary

art and culture platform Commencing at Frieze London in

October 2023 Stone Island became the Of f icial Partner of

Focus the section dedicated to galleries of younger talents and

of Frieze 91, the global membership program that provides access

to the communities and art-shaping contemporary culture.

Both the brand’s website and its social media platforms

of fer a window on the world of Stone Island. Stoneisland.com

has been entirely rebuilt and brought in-house, to create a truly

authentic Stone Island experience. The modular design allows

for an ever-evolving narrative, whether it be the LAB

of Stone Island’s product research and development, or the LIFE

of the global communities who make Stone Island their own.

Meanwhile, a virtual manifestation of the brand’s itinerant

Selected Works exhibition of fers visitors the chance to be

immersed in Stone Island's renowned archive.

Stone Island is present on Instagram and the other main

social media platforms.

Stone Island — The Collaborations

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 launched, already in 2009, with Adidas and

New Balance; and this further strengthened with other important

collaborations including Supreme from 2014 to today, Nike

from

2016 to 2019, Persol in 2020, and reciprocal know how

capsule with Dior and Kim Jones in 2024, while long term

partnerships continue with Porter and New Balance.

STONE ISLAND 31/12/2024 31/12/2023 Net openings 2024

Asia 56 48 8

EMEA 27 26 1

Americas 7 7 0

RETAIL 90 81 9

WHOLESALE 9 15(6)