Nasser’s journey with Stone Island wasn’t mapped out by ambition or industry connections. It was built the long way, through persistence, patience, and presence. After moving permanently to the UK in 2000 and navigating the realities of starting from scratch, he found himself working retail security. The store he was assigned to just happened to be Stone Island. What began as a job to stay afloat slowly became something far more meaningful that changed his life forever.
Within months, Nasser had formed relationships with the team and immersed himself in the culture of the brand. Offered a role on the shop floor, he transitioned from security to sales assistant, and from there, step by step, built a career. Over the years, he absorbed the philosophy behind the product, deepened his understanding of its innovation, and grew alongside the community that surrounds it. Today, as store manager, he stands as more than just a representative of the brand; he is part of its living archive, someone whose story mirrors the loyalty, experimentation, and human connection that have always defined Stone Island.
How did you first get involved with Stone Island?
I didn’t just start at Stone Island, it started before that. When I moved permanently to the UK in 2000, the bureaucracy here wasn’t easy. It’s not simple to find a job when you don’t have experience or connections. Every friend tells you something different, sending you to different places around the UK, so I just had to find something I could do. I didn’t want to sit around waiting for a dream job to appear. I had to go get it. I started a course in local security. Luckily, one of the companies I signed with placed me in retail security in Central London at the Stone Island Store. That’s how it all started.
Within a few months, I got to know the team and things developed. There was an assistant manager called Az and the store manager Kevin. We had Stone Island downstairs and C.P. Company upstairs. That was back when Stone Island and C.P. were still closely connected. This was around 2008, it feels so long ago. After a while he offered me a job. So I started as a sales assistant and officially joined the company.
From there, I just built my way up, step by step, turning up everyday until becoming store manager. To be honest, I’ve never been overly ambitious in terms of chasing money or titles. There’s nothing wrong with ambition, of course, but for me it was about finding something I genuinely liked and enjoyed doing. When you get the chance to work for a brand like Stone Island, it makes it easier to stay committed to see where it can take you. When they know who you are and what you’re about, that’s when progression really begins. When people trust you and believe in you, that’s how you can grow from nothing into something.
Do you remember the first time you handled a truly rare Stone Island piece, maybe one of those experimental items? Did it change your appreciation of the brand?
I have always enjoyed the brand, even just through selling it and talking to customers. I’d say what completely changed my perspective was a trip to the factory in 2016. That visit really shifted how I saw everything. When you’re selling the product on the shop floor, you don’t fully understand what it takes to create those special pieces. You read the description, whether it’s an Ice Jacket or something reflective, and you can explain what it does. But you don’t always see the full process behind it.
When I went there and saw the world behind the product, the dyeing process, the treatments, how everything is constructed, it completely changed my appreciation. Seeing how much time, experimentation, and detail goes into creating what might look like just a small detail… it makes you value it so much more. You realise what it truly took to bring that garment to life. It shifts your mindset. You stop taking things for granted because now you understand the depth behind them.
You’re now the store manager, which comes with a lot of responsibility. You recently returned from Milan. What’s it like being the manager, and what does that role entail?
Being a manager, especially after being with the brand for so long, first and foremost it’s about making sure the store performs well. You have to ensure the clients are looked after, that the service is strong, and that the team is aligned.
You also need to make sure you have the right collection in-store, that everything is presented properly, and that the brand is represented in the way it deserves. It’s about balancing performance with passion, understanding the product deeply, but also leading people and maintaining standards every single day.
The role involves a lot of things. But my recent trip is my favourite as it was about the prototype9 Preview and I was able to share the experience with some of our VIC. Sometimes we get the chance to see the pre-season presentation in person. I got to see some of the upcoming pieces and what’s going to happen next. Help plan how they launch and how it comes together in London.
Since Stone Island was acquired by Moncler, there has been more activations like this. Normally, I’m involved in these events, and it’s a great experience for me to share this experience with some our VIC’s. It makes them feel involved, which helps them invest into the brand on a deeper level than just the next collection.
When people see how much care and craftsmanship goes into each piece, it changes how they appreciate it. Just like when I went to the factory years ago, everything I had at the time started to feel different. Involving clients in that process helps them understand the value behind the pieces they buy. They realise it’s more than just clothing, it’s something special.
Looking back on your journey with Stone Island as store manager, is there a lesson or insight that best summarises your connection and love for the brand?
When people ask me why I’ve stayed with the brand for so long, I always go back to the connection with the customers. It’s the relationships I’ve built with people who buy the brand. I don’t know if any other brand has this kind of community, a group of people so connected to one label. I have clients who might have only visited the store once or twice, but we’ve stayed in touch over the years. Some even message me before visiting London just to meet for a coffee. That loyalty, that connection, is what really defines my relationship with the brand and keeps me passionate about what I do.
It’s actually beautiful. Some friends save for months just to buy one Stone Island jacket. They might put away £200 a month and then, in six months, finally get their first piece. And they cherish it.Sometimes a friend will say, “My friend’s coming, brother, please look after him,” and from that one introduction, it grows. Over time, every new person gets connected through someone else. When I travelled to places like Japan, they had their own club meet-ups. It starts with one person, and somehow everyone becomes connected. Everyone wore their best Stone Island pieces to show they’re still part of it. It’s a movement.
Shadow Project “Scarabeo”
When I first saw them I was greedy, I wanted all of them. The Shadow Project collection was really special, especially for the 10th anniversary. Everything about it, the lighting, the design just looked incredible. Shadow Project pieces are elevated because of the research and experimentation behind them. That particular jacket was made with a fabric that had never been used in the mainline range. Iridescent jackets like that are rare because they usually crack or wear poorly, but the quality on this one has lasted. It’s a really special piece.
Of course that longevity also comes down to how I take care of the items. Some clients will say, “I bought this three years ago and have been wearing it constantly.” But you have to treat it with care. I see it like owning a Ferrari, you wouldn’t drive it recklessly just because you own it. Reflective jackets can peel if you wear a backpack over them. People sometimes think, “It cost a thousand pounds, so I can use and abuse it,” but that’s not how it works. Care is part of the appreciation.
Teller Nylon Down Jacket dust colour “Frost.”
Yes, I was lucky. I’ve worked in a store for a long time, so I had the chance to see these jackets first to preview them. At the time it was just a question of which one was better and, of course, I wanted both. In the end, I couldn’t afford to get both at the same time so I took the pink one first because it stood out a bit more. The pink color was really different, especially for Stone Island, which is known for its distinct colour palette. I’ve heard they tried to recreate that finish afterward, but it never came out exactly like the original.
When it first came out, some people grabbed it, but you never know what will become iconic. The frosted jacket was shiny and made noise, it wasn’t initially a “must-have.”Sometimes hype skyrockets and suddenly people pay ridiculous amounts for it. This is one of those items When something becomes rare or desirable and people want it but can’t get it, it drives the price up. But being lucky enough to get one then makes it an archive piece now, with people willing to pay thousands.
The Frost badge is something collectors specifically look for. At the time, the badge matched the fabric perfectly, and each piece was unique, every jacket had slight differences in badge and treatment. That uniqueness is what drives the value.
Pertex Quantum Y Down Jacket
There’s something interesting about this jacket…We didn’t do this color in the store. There were two colors: a green one and a gray one. We did the gray in the store, and I was waiting to see if we’d get the green, because I really preferred that one. So what I did was reach out to my friend who manages the 18 Montrose store, which, at the time, was part of the same company. I knew they had the green jacket there, so I called and asked if they could hold it for me. The only size left was a large one I was gutted. I wear XL.I started to call around everywhere and hunted one down. There was a contact in Milan that was also searching. We found one and sent it to the London store.
I was so lucky, I was the only person who had the chance to buy it. That was also the last real-fur jacket we did; after that, everything became faux fur. Every time I wear that jacket, it feels amazing. It’s still my favourite, I could never sell it.
The jacket feels almost futuristic because the fabric is so light.It’s incredibly puffy but doesn’t feel heavy. At first glance, you think it will be heavy, but it’s not. The only tricky thing is the diagonal zipper, you have to stay zipped up when wearing it, especially in cold weather otherwise you boil.
Paintball Camo Cotton Cordura
I first saw it during autumn/winter 2019. By this point in my career, I was attending the seasonal presentations before the season officially starts. That year, we had the chance to place personal orders. We’d go to Milan to see the presentation, then come back to London for a week-long buying session to finalise what we needed.
This jacket stood out immediately. We could see which colours would be available and place personal orders for the ones we wanted. This piece came out as expected, though some items like the rucksack, t-shirts, and sweatshirts were ultimately canceled. I wanted them all.
I don’t know why, they just didn’t go into production. In the end, only the bag, the trousers, and the jacket were made. When you pre-order, you have to wait six or seven months because it has to go into production. I couldn’t wait to get my hands on it.
When we finally received them, each jacket was different. I had to pick the best one, making sure the patterns were right. The paintball camo varied, some jackets were very red, others had more rust tones, and some had larger patches of paint while others had less. Even the badges were slightly different. Every piece was special. Now, everyone is looking for them, and I can see why, it’s a standout piece, completely different from anything else.
Ice Jacket Thermosensitive
The Ice Jacket will forever be the most rewarding. The story for me is so special. I remember we had an event on Brewer Street in London, this was November 6th, 2024. It was a book signing for “Storia”, with Carol Revetti in town. The turnout was incredible. The store looked like a walking archive; everyone brought out their best pieces to wear for the moment. Our CEO, Robert, was in the store at the time. He was very impressed to meet the UK clients.
I went to Milan for the AW25 presentation and it was incredible. While I was there, he approached me and asked for my thoughts. I gave my honest opinion and told him how strong everything looked. He also mentioned that he really liked the way things were presented in London and it had stuck with him.
During that evening he shared that they had a proposal, asking how I would feel about featuring in an upcoming campaign. I was honestly shocked. I had been working with the brand for a long time, and what he said about the London store already felt like a huge moment. He explained that they would love for me to represent the brand in the campaign. I immediately said I’d be honoured.
A few weeks later, in December, I received an official call from our Chief Marketing Officer, Oliver Cook, letting me know they wanted me to join the cast as one of the talents. It felt surreal, and again, I expressed how honoured I was to be part of it. In February last year, we did the shoot. I’m not sure how they decided to give me one of the standout piece from the collection, the Ice Jacket. When I arrived, they told me I would be wearing it. I was completely surprised. I wore it throughout the entire campaign. I wouldn’t take it off!
I got to see a different side of the business through marketing, like how the window displays are made. Especially in London, it was amazing. People were so enthusiastic to support yoo, my clients were like, “I have to have your jacket!
As the launch approached, the company decided to host a party for it in London. They even made these small postcards with my face on them and had questions that I had answered. I got to sign them and give them to the clients who came to the event. It was such a touching gesture because none of the other talents had anything like that, they really wanted to celebrate the Ice Jacket and London that made it truly special.
One of the most memorable moments was seeing myself on billboards, not just in London but also across Asia. People started sending me pictures from all over the world. Friends in places like L.A. and China were reaching out, sharing images and messages. It felt surreal seeing my face displayed on such a large scale. Moments like that really make everything feel real and remind you how far the work has travelled
