Stone Island has been around since the early '80s, but it has only recently started to take off in North America. The Italian brand, known for its innovative fabrics and technical designs, has been growing in the U.S. thanks to its celebrity co-signs and ongoing collaborations with brands like Supreme and Nike. While European football fans wearing the brand helped popularize it overseas, rappers like Drake and Travi$ Scott (remember when A$AP Nast started beef with him over the brand?) have apparently helped boost brand awareness in the U.S. According to Business of Fashion, Stone Island reports that last year the number of sessions on its U.S. website increased 51 percent over the year before and new users grew by 37 percent.
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Stone Island has also made a push to expand in the U.S. by opening its first flagship stores. Last month it opened its new location in Los Angeles, which is currently making around $4,000 a day in sales, proving Stone Island is definitely on people's radars, and it also has a New York store set to open in May.
Carlo Rivetti, the President of the brand, tells BOF that they aren't too concerned with the numbers in North America, but more about customers understanding the brand's ethos and its product design.