NAPLES’ ISLAND: Naples has been having a cultural renaissance in recent years, giving birth to many artistic and fashion-adjacent projects that have done their part in advancing the international perception of the southern Italian city.
Attuned to the zeitgeist, Stone Island is opening its first flagship in town Thursday and dropping a documentary retracing its link with Naples.
“Naples holds a unique cultural energy that aligns naturally with our brand. This new flagship strengthens our presence in Italy and creates a new space for our community to engage with Stone Island’s research culture,” said Robert Triefus, president and chief executive officer of Stone Island.
The brand conscripted British director Glenn Kitson to depict the coastal city and the people animating it, zooming in on the Resina market, a popular thrifting location, especially for workwear and military gear, that has attracted generations of young shoppers.
Given the ethos of Stone Island’s designs, some of them — recognizable by the signature compass logo — can no doubt be found amid the piles of fabrics and clothing on display at the market, established in the post-war years to sell surplus goods originally destined for American troops.
Stone Island fans from Naples appear in the documentary sharing their memories, including Gennaro Boccia of Naples-based vintage dealer Pezze Vintage; Alessio Malinconico of street food spot Salumeria Malinconico, who recalls skipping school to thrift for the brand’s pieces at Resina, and Alfredo Formisano of the namesake vintage spot, who has collected the brand for more than 30 years.
Titled “’A Sorpres,” Neapolitan for “by surprise,” the documentary has a soundtrack by Liberato, the Neapolitan musician of unknown identity.
“The film tells the story of the relationship between Naples and the brand, reflecting the Stone Island community as a whole,” Kitson said.
The brand’s first flagship in the city is located within Palazzo Fusco, on central Via Filangieri. Spanning 592 square feet, the unit follows the OMA/AMO-designed Stone Island retail blueprint of industrial tactility with burned, sandblasted and coated cork used throughout the layout, flanked by perforated steel walls, stainless-steel and glass display tables, as well as enameled steel rails and racks in fiery red.
Inside the Stone Island flagship store in Naples, Italy.
Courtesy of Stone Island
A range of custom designed pieces pepper the space, including aluminum light fixtures by Tim Hooijmans of De Studio, stools by Tim Teven and a leather and steel chair by Markus Töll of Supersedia.
There are currently 95 Stone Island flagships globally. In 2020, Moncler acquired 70 percent of Sportswear Company SpA, owner of the Stone Island brand, before taking full control of the firm the following year.
