Stone Island’s CEO Carlo Rivetti invited Highsnobiety into their HQ in Ravarino, Italy, to show off the skills and processes that go into making their technical garms, a favourite of the football casual movement. Rivetti explains that making outerwear is like making “homemade bread”, before going into the finer details of fabric research, pattern cutting and their marvellous dyeing process (a full-on colour fantasy lab).
In the behind-the-scenes video from Director Jordan Buck, Rivetti explains, “Thank God inside the company we have a dyeing laboratory,” as the camera cuts away to bright potions being mixed. “I always say we have all the colours in the world. The garment dye gives to us the opportunity to be unique. We don’t have to work with the colours made by other people. Every colour of Stone Island is home-made.” And he’s not shy to admit, “Sometimes the best colour comes from a mistake.” They can also turn one dye into 11 different colours, lending them “an unbelievable flexibility form a design point of view.”
As well as being fond of all his creations (“we have 40,000 and everyone to me is the best”), Rivetti thinks he has his fans to thank for the brand’s undisputed cool. “Our final customer is a certain club of association. We recognise each other and we’re proud to wear a Stone Island piece. The uniqueness of Stone Island is done by our final customer.”
Credits
Photography Alex McLeish
Styling Angelo Baque
Styling assistance Grace Ladoja.
Models Ceon and Shakira.
All clothing Supreme x Stone Island