Stone Island expands in Hangzhou, and signals a bold step in the brand’s deeper commitment to China, reinforcing its presence with a flagship opening in the In77 Hangzhou Hubin Yintai complex. This move, alongside the reopening of a fully redesigned Hong Kong location, reflects Stone Island’s long-term strategy to engage Chinese consumers despite current economic headwinds. CEO Robert Triefus emphasized the region’s strategic value, anticipating a rebound in growth and an expanding customer base.

The Hangzhou flagship showcases Stone Island’s evolved retail design in collaboration with Rem Koolhaas’ OMA/AMO, featuring innovative materials like burned cork and oxidized metal, along with exclusive furniture pieces by emerging designers. As the brand integrates direct control across Greater China and ramps up store investments, it’s also seeing strong growth among female consumers — over 30% of its customer base in the region. The rollout aligns with Stone Island’s broader vision to scale functionality, self-expression, and heritage in premium fashion.

Image Credit: Stone Island