Fashion & luxury

Branding, retail design, and innovation in fashion and luxury

A man with braided hair wearing a blue Stone Island jacket and hat sat in a studio environment, shown on the Stone Island homepage

How Stone Island is using design to look forward

Once associated with British football fandom, the brand has been foregrounding its roots in technical craft – an emphasis carried through to its new website experience. We speak to CEO Robert Triefus and R/GA about using ecommerce for storytelling while fulfilling practical needs