In 1998, The Gaabs were still university students when they were approached by the visionary owner of Stone Island, who entrusted them with the challenge of revolutionizing the brand's presence as it stepped into the digital age. Recognizing the potential of the internet, The Gaabs broke new ground by inventing one of the first digital catalogues, transforming the way fashion brands communicated with their audience online.

Beyond the digital catalogue, The Gaabs established a signature still-life photography style that perfectly captured the technical and utilitarian aesthetic of Stone Island. This visual language not only showcased the craftsmanship and innovation behind the garments but also set a new industry standard for how fashion products were presented in the digital realm—a style that remains iconic and influential to this day.

From their humble beginnings as university students to becoming digital pioneers, The Gaabs played a pivotal role in helping Stone Island embrace the future, setting a blueprint for how brands could merge fashion and technology to stay ahead in an ever-evolving industry.

At The Gaabs, we’ve always pushed the boundaries of still-life fashion photography, constantly experimenting to define new standards that challenge conventional approaches. One of our iconic experiments involved shooting with a single lightbulb to mimic the soft, dramatic glow of candlelight found in old master paintings, infusing Stone Island’s technical garments with an unexpected sense of timeless artistry. By drawing inspiration from the techniques of classical painters, we created a unique visual language that connected the precision of garment innovation with the craftsmanship and depth of the old masters, blending the past and future in a way that perfectly reflects Stone Island’s ethos.

Fiction and reality collided as we crafted a comical, dystopian-yet-fantastical world to illustrate the boundless spirit of innovation. This surreal narrative transported us into a space beyond the ordinary, where creativity thrives and boundaries dissolve, perfectly capturing the essence of pushing forward into uncharted territories.

The products, treated as sculptures, are the brand's core. We created installations to give them the spotlight, setting the stage for each piece to stand as the true center of attention.