Stone Island relocates flagship

Italian sportswear brand Stone Island has upgraded its presence in the UK with the relocation of its London flagship store from Beak Street to 79 Brewer Street at the crossroads of Soho, Piccadilly Circus and Regent Street.

The new location is part of the company’s 30th anniversary year being driven by Stone Island CEO, Carlo Rivetti to expand the brand into its key foreign markets. The 2,000 sq ft store had its grand opening last week, and houses the brands Stone Island mainline collection, the Stone Island Shadow Project, and its junior ranges.

“The Anglo-Saxon world has always been very receptive to Stone Island, which is considered as an icon by our consumers. We have been looking for a long time for a new location in London, a single container that could allow us to better host our collection, where we could represent at best our universe in its entirety,” said Carlo Rivetti.

As well as a new address in London, the brand will be opening its first German flagship store next month, on the island of Sylt.