Stone Island, the pioneering Italian fashion brand renowned for its cutting-edge fabric innovation and urban aesthetics, has once again turned heads with its latest “Community as a Form of Research” campaign. This initiative brings together a diverse array of talent, from UK rap sensation Dave to Stone Island store managers worldwide, and now features the brand’s own leader, CEO Carlo Rivetti, at the helm.
Carlo Rivetti, the face behind Stone Island’s success, is no ordinary CEO. In this latest campaign, Rivetti steps into the spotlight wearing “The President Knit,” a piece inspired by his own iconic presence within the brand and its evolution. Shot in the signature black version of the knit, Rivetti’s campaign imagery not only showcases the high-tech garment but also gives a personal glimpse into his life—revealing anecdotes like how he quit smoking to spend more time on his sailboat.
As expected from Stone Island, The President Knit is packed with the brand’s signature fusion of performance and design. True to the label’s heritage of material innovation, the knit is constructed with meticulous attention to detail. The outer layer is made from cotton chenille and padded with down for warmth, while the inside features a detachable nylon canvas. This blend of technical fabrics creates a layered look that balances function and form, staying true to Stone Island’s reputation for pushing the boundaries of textile technology.
As a standout piece in Stone Island’s Fall/Winter 2024/25 collection, The President Knit is available on the brand’s website for $2,003, with an exclusive light brown, cashmere rendition offered only at Harrods. The piece, like the man it’s inspired by, reflects the core philosophy of Stone Island—merging utility with high-end fashion.
Carlo Rivetti is more than just the CEO of Stone Island—he is the visionary who turned the brand into a global fashion powerhouse. The Rivetti family has been involved in the textile industry for generations, and Carlo initially joined his family’s company, GFT (Gruppo Finanziario Tessile), which produced apparel for prestigious brands such as Giorgio Armani and Valentino. In 1983, Rivetti saw something special in Stone Island, a then-fledgling brand founded by Massimo Osti in 1982.
Originally born out of a fabric experiment involving military-grade materials, Stone Island quickly became known for its relentless pursuit of textile innovation. Rivetti’s keen eye for the potential in Osti’s work led him to acquire Stone Island, and under his leadership, the brand transformed from a niche Italian label into a global name synonymous with technical outerwear, youth subcultures, and luxury streetwear.
What sets Rivetti apart is his commitment to innovation, research, and his ability to fuse fashion with function. Stone Island’s constant experimentation with dyes, finishes, and unique fabrics—such as reflective and thermosensitive materials—has made it a leader in the world of high-performance clothing. This technical prowess, combined with an urban aesthetic, is what has drawn collaborations with top-tier brands like Supreme, Nike, and most recently, New Balance.
Founded by Massimo Osti, Stone Island began as a project of exploration into functional, durable fabrics, which have been central to the brand’s identity ever since. The brand’s distinctive compass logo symbolizes its commitment to discovery and navigating the frontiers of fabric technology. Through constant innovation, Stone Island has developed iconic pieces like its heat-reactive jackets, garment-dyed fabrics, and reflective outerwear, which have earned it a cult following among fashion enthusiasts and celebrities alike.
Under Rivetti’s leadership, Stone Island has maintained a balance between staying true to its roots in innovation while expanding its influence across fashion and culture. Today, the brand is embraced by everyone from football casuals to high-fashion aficionados, with a global presence that includes collaborations, pop-ups, and exclusive capsule collections.
The “Community as a Form of Research” campaign highlights Stone Island’s ethos of collaboration and creativity, not only through its products but through the people who wear them. By involving figures like Dave and other cultural influencers, Rivetti is bridging the gap between the brand’s technical heritage and the modern world of street culture.
As Rivetti dons The President Knit and steps into the campaign, it’s a reminder that Stone Island remains a family-run brand, deeply personal yet global in reach. The FW24/25 collection, headlined by pieces like The President Knit, continues to push the boundaries of fashion, while the brand stays true to the core values that have made it a leader in the industry
