The start of the year has been particularly dynamic for Stone Island. On Saturday, during Milan Fashion Week Men, the sportswear brand revealed its newly designed showroom on Via Tortona in Milan. And on January 23, the brand will inaugurate its new flagship store on the prestigious Rue Saint-Honoré in Paris, perfectly timed to coincide with Paris Fashion Week.

In both cases, the brand has transitioned to significantly larger spaces, underscoring its ambitious growth strategy and commitment to enhancing its presence in key markets. In Milan, Stone Island relocated from its long-standing space on Via Savona, where it had operated for two decades, to 31 Via Tortona, in the city’s fashionable southern district. The new venue, a repurposed garage and auto workshop, offers a fresh perspective on the brand’s identity.

The expansive 1,750-square-metre building was completely reimagined by Benedetto Camerana Studio, transforming it into a versatile, warehouse-inspired space featuring inner gardens. Flexible removable walls, both straight and curved, allow for customisable layouts tailored to various needs. Collections are presented in visually striking colour-coded blocks, with dedicated areas spotlighting Stone Island’s sublines: Ghost, Stellina, and Marina. Adding an innovative touch, the showroom also features two transparent refrigerators displaying the latest Ice Jackets—garments made with thermal fabric that changes colour based on temperature.

For its Fall/Winter 2025-26 collection, Stone Island has drawn inspiration from Japanese craftsmanship, pushing the boundaries of textile research and innovation. A standout feature is the brand’s first-ever nylon subjected to a colour corrosion process, creating irregular chromatic effects that evoke traditional Japanese hand-dyed indigo techniques. Another innovative piece is a knitted cardigan treated with manual spray-paint techniques using dual dyes, resulting in shifting contrasting colours that vary with light and viewing angle.

A year ago, Stone Island marked a turning point in its journey by launching a manifesto from Milan, signalling a new development phase under the leadership of Robert Triefus, who took the helm in June 2023. The brand introduced a community-driven approach to communication, significantly boosting its visibility. The opening of the Paris flagship store represents a pivotal step in this strategy.

Stone Island first entered the Parisian market in June 2011 with an 80-square-metre boutique at 316 Rue Saint-Honoré. The new flagship store, located nearby at 233 Rue Saint-Honoré, spans two levels, offering a significantly expanded retail space. Designed by the renowned OMA/AMO studio led by Rem Koolhaas, the store will unveil Stone Island’s latest retail concept, initially tested in the brand’s Chicago store and further refined since.

Stone Island was founded in 1982 by engineer and textile innovator Massimo Osti, and has recently undergone a transformative evolution. Carlo Rivetti, a key figure in the brand since 1983, acquired it in 1993 and led it to grow until selling it to Moncler in 2020. Since the acquisition, the brand has shifted its distribution strategy to emphasise direct-to-consumer channels. By September 2024, Stone Island operated 91 directly managed stores and 11 franchised addresses, with direct retail accounting for 46% of total revenue. During this period, direct sales surged by 29%, while wholesale revenue dropped 22%.

For the first three quarters of 2024, Stone Island reported €292.4 million in revenue, a 6% decline compared to the same period in 2023. Europe, the brand’s largest market, accounting for 69.7% of its revenue, posted a 9% drop in sales. Conversely, Asia, its second-largest market with a 23.3% share, saw sales soar by 18%. However, performance in the Americas sharply declined, with sales plunging by 25%.