From their flagship store in the heart of Munich, Stone Island brought together a number of creative leaders to dive deep into the current state of the fashion industry. The panel, hosted by Tsellot Melesse. featured designer Mirko Borsche, creative director Christian Hundertmark, and Highsnobiety’s own Herbert Hoffmann and Alex Hackett, our in-house VP Creative and Collaborations Manager, respectively. The panel explored their assessment of the cultural zeitgeist and the intricate tapestry of innovation, community building, and creativity that defines Stone Island.
The talk unraveled the symbiotic relationship between the brand and its consumers. "One of the few ways that luxury brands can truly give a real story to tell and also explain a higher price point is through innovation," Highsnobiety’s Herbert Hoffmann pointed out. Christian Hundertmark, a designer himself, delved into Stone Island's transformative journey, highlighting the intricate balance between form and function that defines the brand's commitment to pushing boundaries.
Alex Hackett emphasized the enduring creative prowess that defines Stone Island's design philosophy, "Consistency is key. Quality and innovation too. The fact that thermoreactive materials, invented in 1989, still feel new just shows it."
Christian and Herbert provided insights into Stone Island's approach to community building. Hoffmann, noting the current emphasis on storytelling, stated, "It's all about storytelling these days," underlining the significance of authentic narratives in a world often saturated with superficial messaging.
Alex Hackett, a fashion tastemaker in her own right, pointed out the symbolic significance of the Stone Island badge. "It’s hard to talk about Stone Island's image without talking about their badge. The badge is a way of signaling your interests, your community. Because you don’t have to wear it, you can always take it off. You choose to wear it," shedding light on the brand's unique connection with its community.
Mirko Borsche provided intriguing insights into Stone Island's legacy. "The compass is iconic because it’s the first item you would have as a sailor. You need it to survive. So it works for what started as a sailing brand," he remarked, unraveling the historical significance behind the iconic compass emblem.
Mirko shed light on the brand's unwavering commitment to its roots while continually innovating, "If you follow the heritage of Stone Island over the years, the cuts of their pieces, not so much has changed. The material and the playfulness make the difference."
The talk served as an important testament to the brand's multifaceted role as a curator of culture. Together, the panelists unraveled the layers of innovation, community, and creativity that define Stone Island, leaving the audience with a profound appreciation for a brand that not only dresses its consumers but actively engages in shaping the cultural landscape.
