Stone Island has established a presence in Brooklyn.
The Italian men’s wear brand, which has been trending with the streetwear community in the U.S. for the past couple of years, has set up a pop-up within Kinfolk, a men’s wear store in Williamsburg that’s sold Stone Island’s Shadow Project since it opened in 2014.
The pop-up is located on the upper level of Kinfolk’s store, which is located at 94 Wythe Avenue. Kinfolk also runs a café and a club, which sit next to its shop. Kinfolk is the only third-party retailer that will be carrying Stone Island’s Marina collection, which is also available at the brand’s SoHo store. The pop-up opens to the public today and Kinfolk celebrated the launch on Thursday night with a party.
“I think they were drawn to our ability to mix retail and nightlife,” said Keith Abrams, a co-owner of Kinfolk. “And we’ve always been excited by their mix of technical design and function.”
Most of the collection is on display at Kinfolk and it includes hooded jackets, striped T-shirts, shorts and bags covered in the Stone Island Marina logo. The collection is priced from $128 to $998 and the pop-up will be open through April. Kinfolk also housed a You Must Create pop-up last September.
Kinfolk launched in Tokyo as a bar and custom bicycle shop in 2008. In 2011 it opened Kinfolk Studios, which was a café during the day and a place to party at night. In 2013, it opened a club next door. Kinfolk also operates its own men’s wear line, which is sold in its store and at other retailers. Earlier this year, Kinfolk partnered with Lane Crawford on a set of pop-ups within its Shanghai and Hong Kong locations. In the States it’s had pop-ups with American Rag and was a part of the Heartbreakers II Nordstrom pop-up last year. Kinfolk is also sold at Le Bon Marché, United Arrows, General Standard, American Rag and The End.
“International retailers have been very open to working with us, but in the U.S., the willingness to take a risk isn’t there,” Abrams said. “Us pitching the idea of curating a bunch of weird stuff that’s never been in their department store before is attractive to stores abroad.”