Published
September 12, 2025
The recent inauguration of the Stone Island flagship store in Hangzhou marks a significant moment in the evolving landscape of consumer behavior. As the fashion industry witnesses a resurgence of rationalism and a shift towards performance-oriented wardrobes, consumers are increasingly prioritizing the long-term value of clothing, innovative materials, and a sense of community over fleeting trends.
For Robert Triefus, the CEO of Stone Island, this visit to Hangzhou was particularly special. Despite his extensive experience in the luxury sector and numerous trips to China since 2000, this was his first visit to Hangzhou in 25 years. His excitement stemmed not only from the city’s rich cultural tapestry but also from the dynamic subcultural movements currently emerging in China.
On a warm autumn afternoon by the picturesque West Lake, Triefus shared insights into the essence of the Stone Island brand and its future trajectory.
Strategic Expansion in China
When asked about the decision to open a flagship store in Hangzhou, Triefus emphasized the city’s unique blend of tradition and modernity. “Hangzhou symbolizes the connection between the past and the future,” he noted. “Our strategy involves selecting signature cities that resonate with our brand ethos, which honors our heritage while embracing innovation.”
The choice of Hangzhou, easily accessible from Shanghai, also serves to engage loyal customers in a celebration of both the city and the brand. The new store reflects Stone Island’s commitment to pioneering materials and innovative design, aligning perfectly with the evolving expectations of Chinese consumers.
The Role of Physical Spaces
The architectural design of the new store, crafted in collaboration with OMA/AMO, plays a crucial role in narrating the Stone Island story. Triefus explained that the partnership ensures a consistent design language across global locations while allowing each store to maintain its unique character.
Signature materials such as green glass, cork, and rammed earth are integral to the store’s aesthetic. Additionally, advanced screen technologies are employed to project videos that convey the brand’s narrative and community engagement, creating an immersive shopping experience.
Adapting to Evolving Consumer Values
Triefus reflected on the significant changes in consumer behavior he has observed over his 25 years of visiting China. Initially, Chinese consumers were primarily drawn to logos as status symbols. Today, they exhibit a sophisticated understanding of quality and brand narratives. This evolution aligns seamlessly with Stone Island’s focus on long-lasting value and innovation.
The brand’s commitment to quality is evident in the vintage market, where collectors, including many in China, actively seek out pieces from the 1980s and 1990s. This enduring appeal underscores Stone Island’s dedication to creating purposeful, high-quality items that retain their value over time.
Performance and Material Innovation
In response to the high expectations of Chinese consumers regarding performance and material innovation, Triefus emphasized that Stone Island is not merely a technical apparel brand. “We create a wardrobe for everyday life,” he stated, highlighting the durability and functionality of their pieces. The brand maintains rigorous quality control to ensure that its materials meet the high standards expected in the Chinese market.
Building Community Through Authentic Connections
Over the past 45 years, Stone Island has cultivated a community that has evolved organically, initially rooted in various subcultures and now expanding to include musicians, athletes, and artists. Triefus noted a similar organic growth in China, where the brand is being embraced by a new generation of collectors and influencers.
A notable distinction in the Chinese market is the increasing role of women, who now represent a larger percentage of Stone Island’s customer base compared to global figures. This shift has prompted the brand to enhance its storytelling to include female perspectives, with ambassadors like musician Peggy Gou leading the charge.
Unique Experiences at the New Store
Beyond its retail function, the new Hangzhou store aims to offer unique experiences to consumers. Triefus mentioned the inclusion of a traveling archive collection, featuring rare and innovative archival pieces, such as a coat-like garment made from metal fabric. This commitment to showcasing the brand’s history and innovation is a testament to Stone Island’s dedication to its craft.
Strategic Growth and Future Plans
Since its acquisition by the Moncler Group, Stone Island has undergone crucial strategic changes aimed at sustaining growth. Triefus highlighted the importance of technical expertise, high-quality retail channels, and the right talent in achieving success. Moncler has acted as a supportive partner, allowing Stone Island to maintain its unique identity while benefiting from logistical and technical resources.
Looking ahead, Triefus outlined plans for the Chinese market, emphasizing a focus on quality over quantity. The brand intends to open a limited number of new stores in cities like Hangzhou, identified for their vibrant subcultures that resonate with Stone Island’s identity. In established markets, the focus will be on refining retail locations to enhance brand visibility and customer experience.
The digital landscape is also a priority, with the recent launch of a new website and a WeChat mini-program aimed at providing a seamless experience for customers worldwide.
Conclusion
The opening of the Stone Island flagship store in Hangzhou is not just a retail expansion; it represents a strategic alignment with evolving consumer values and a commitment to community building. As the brand navigates the complexities of the Chinese market, its focus on quality, innovation, and authentic connections positions it well for future growth. With a keen eye on both tradition and modernity, Stone Island is poised to make a lasting impact in the fashion landscape.
