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It was in the air for weeks and it’s now done. Moncler acquires Stone Island for more than €1 billion. The Italian sportswear will however remain headquartered in Ravarino with the exact same structure and will be still driven by its founding father Carlo Rivetti. Behind what is likely to become the most unexpected association of the decade, two major players of the fashion industry team up to be second to none.
Aiming at youth
If Moncler’s will is first to expand its reach worldwide by diversifying its catalogue, the Italian skiwear maker also intends to boost its presence among the young. The fact that Stone Island has been highly sought in the streetwear landscape in recent years also convinced Moncler to move up a gear in order to increase its visibility. At the forefront of sportswear since 1982, Stoney brings a whole new challenge to his acquirer turning him into a multi brand company. By joining forces, both Italian labels want to refresh a market that is facing shortness of breath with brand new perspectives. Willing to improve the offer without compromising each other’s positioning, combining energies of both labels will be at the core of the next strategy.
Stoney’s engineering design
It is no secret that Stone Island has always been using its innovative capacities to challenge the limits of the possible. As a true pioneer, Rivetti (along with his co-founder Massimo Osti) shared this ambition to redefine contemporary menswear in order to leave a legacy that will endure through time. Leading to brand new materials, textures and technical textiles, the clothing collections have systematically astonished the public thanks to complex yet sophisticated blends. Today, despite the acquisition, Stone will stay true to its original values and principles without letting its identity fade away.
Inescapable on our shelves for years, Stone Island will for sure stay with us in the upcoming future.
Written by Sidney Vertongen.
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