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Luxury

Can Stone Island Scale Without Losing Its Spirit?

CEO Robert Triefus is balancing celebrity-fronted global campaigns and flagship stores in luxury shopping hubs with efforts to preserve the brand’s tribal appeal.
David Sim has shot portraits for Stone Island of ambassadors including Jalen Green and Peggy Gou.
David Sim has shot portraits for Stone Island of ambassadors including Jalen Green and Peggy Gou. (David Sims)
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BoF PROFESSIONAL

Times have been tough for high-end fashion brands, and Stone Island is no exception. The Italian label, known for its garment-dyed knits, technical outerwear, and longstanding links to hardcore football fans, reported nine-month sales down 5 percent in 2024 (full-year figures are due in February).

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About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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