It’s been a while since we’ve had a guest blogger, but we feel The Rig Out’s newest issue is the best time to reintroduce it. We got Glenn Kitson to give us a peek into the magazine and some shots that didn’t make it into the magazine.
Stone Island is a brand that has survived fads and fashions. It has the ability to adapt of course but moreover Stone Island has always sat slightly on the periphery of what could be termed the ‘fashion cycle’. With an obsessive streak that seems to filter from the early research stage all the way to the consumer, it’s a brand remains relevant and resolutely different.
On behalf of the Rig Out in an attempt to unravel the mystique surrounding the story which Massimo Osti began 30 years ago, Glenn Kitson and Antony Crook travelled to Italy to meet the captain of the good ship Stone Island, Carlo Rivetti.
Sometimes controversial, always insightful. Here follows some excerpts from the interview and a few snappy snaps:
“From a certain point of view we are a medium sized company. Everybody thinks we are much much bigger, I hope we do grow, we are growing. But size is not everything. I’m not interested in becoming the company that is doing 1.5billion turnover. I don’t want to compromise, I cannot compromise as this is my life. I will continue this way. We are successful and truly independent.”
“we are more interested in product design than say, ‘fashion design’. Each piece can stand alone. Every piece has a reason, we never make something simply out of beauty. It has to have a function. It is in the DNA. It is product design, we look at sport, movement, purpose.”
“The type of consumer who buys Stone Island are normal ‘real’ men. For them it is basic. Women, sport, cars. Stone Island is a brand for real men. It’s natural. The approach is natural. Let Gucci do the fashion, its not my cup of coffee but it’s perfect for them. I’ll be honest, I do not want to dress women.”
The fourth issue of the Rig Out is due out in the next few weeks.
Watch out for ‘The Stream’, The Rig Out’s second short film, this week.