Stone Island CEO Robert Triefus mapped out brand strategies for 2025 and beyond as the brand will unveil its new showroom during Milan Men's Fashion Week.
is kicking off 2025 with a new sprawling showroom in Milan, where it will unveil its fall 2025 collection on Saturday, and a new flagship in Paris designed by Rem Koolhaas and the OMA/AMO studio.
“It’s a very clever formula where you can basically dismantle it in a couple of hours and reconfigure it, so it’s a very flexible space, and will allow us, during the year, to do many different things,” said Triefus of the modular system. “So, we’re very happy, both from an aesthetical standpoint, but also from this notion of flexibility that will allow us to engage with the public.
The first store working with Koolhaas was opened in Chicago in fall 2022 as a pilot, but this is the first featuring the new concept in a fashion capital and “it has evolved a lot since then,” pointed out Triefus. Spanning over two floors, the flagship is a relocation on Rue Saint-Honoré. “We’re moving up the street to a more central location, opposite Balenciaga, next to Saint Laurent and Goyard just up the road.
“His ultimate objective was to create functional clothes so when we talk about performance, it’s not so much technical. Our collections are performance because they are very functional. Ed Sheeran, he wears our cargo pants every day because he finds them very functional for what he does. The Stone Island enthusiasts love that aspect of the innovation in the materials, but also the pure functionality of it all.
Stone Island is planning a branded concept in Selfridges, which can ultimately become a concession, as is the store in Harrods opened last August. Today, the brand has about 92 stores around the world and Triefus is working on optimizing the network and looking at opportunities to introduce the new concept, either in an existing space or in a relocation.
“As we intentionally find the right size for wholesale, we have to prove to the industry and analysts that our retail stores can progressively compensate for that, and in the end, become even more dynamic, so that the brand then begins to grow in the way that we would expect it to,” said Triefus, underscoring the retail growth in the nine months.
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