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Error sees Stone Island appear on Sports Direct

Two Stone Island items were mistakenly listed on the Sports Direct website today, before being removed.

The Italian menswear brand is known for its strict stockist policy, so it was a surprise to see a £85 polo shirt and £125 sweater available through the high street chain.

Gino Da Prato, director at Fourmarketing, the agency which represents Stone Island, said it was “an internal error and was quickly removed”. Sports Direct owns Cruise, which stocks Stone Island.

Readers' comments (5)

  • Probably will not be the first time either...

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  • Blamed on an Internal Error ? I doubt it......This is simply testing the water to put Stone Island clearance items on the site in the future. Unfortunately, Four Marketing found out early enough and slapped them on the wrist.

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  • Definitely deliberate. These things do not happen by accident.

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  • This morning Nov 12th Stone Island current seasons products are being advertised on Brand Alley at 30 % reduction.
    Another internal error ?

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  • Deliberate for sure. But what's the underlying reason ? It might be a gentle reminder of the tail wagging the dog.

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