Monday, April 5, 2010

GRAMICCI: FALL 2010 “OLD SCHOOL” IS THE NEW SCHOOL COOL




80’s & 90’s STYLES GET MODERN WITH TECHNICAL FEATURES, IMAGINATIVE FABRICS AND FINISHES


OUTDOOR RETAILER. SLC UTAH

Words/Images Judith Ecochard


We still own and wear a pair of Gramicci climbing pants (the Vintage G-Pant) from 1990. A testament to the quality/durability of the brand cause our rock climbing skills sure could improve.

WHAT’S NOW:

Under a three year, master license agreement with Haggar Clothing, we think Gramicci is going to bust out of it’s kinda cult niche…and emerge as an affordable lifestyle brand…with no design changes…just now with some financial muscle.

THE MO:

This environmentally aware company doesn’t just slap on an eco sticker…Gramicci really adheres to a low impact protocol…limiting it’s dye process to 18 minutes that’s uses less water, heat and energy.

PLUS: Gramicci is serving up a collection that’s 65% organic contents or of reused textiles gathered from factory floors…. like recycled hemp and knit materials, organic cotton, recycled bamboo.

AND: a FAIR LABOR COMPLIANT MANUFACTURER

THE CLOTHES:

We like.

Take for example the women’s Scout Jacket---styled on the 1940’s bomber silhouette, this 100% cotton twill jacket is “rugged and feminine.” The details that make it special…. utility side arm pockets and front stash pockets…with a vintage wash.

Paired with the lady’s Carver pants…the durable twill fabric in a mid rise, relaxed straight leg…is comfy…but not sloppy.

Colors available for the above…Shadow Grey, Iguana Green, Raccoon Grey, and Taupe.

Men get the goods too.

The Garrison Fatigue made from naturally washed, soft Nekoti Twill (one is Swahili) is a hemp/certified organic blend with cool trekker cargo leg pockets, reinforced rear pockets with double Velcro closures…and importantly, triple needle reinforced stitching that’ll render the seams practically rip proof.
























Need a knit? Guys can’t do better than with a Louis Sweater ---a small gauge, light weight eco knit woven from scraps collected from sewing room floors. The texture is eye catching and the neutral shades; Heather grey and Puddle…make the hoodies easy wear.

Another item that got retailers excited is the Nekoti Freestone…made from exclusive to Gramicci hemp and certified organic cotton blend.

NEAT FEATURE: The 2-in-1 Style Sleeves that zip off to create a vest…a 1940’s vintage vibe complete with military style logo buttons.



Gramicci has a staggering number of modern relaxed fit hoodies, plaid tops (tapered for gals), thermal tops with thumbholes

























...matchy match tees for guys and gals. What we REALLY love about this collection are the poppin’ graphics…and the extensive use of organic materials.

And interesting…what makes the classic relaxed fit tees even more special from a technical perspective…is the exclusive “Double Traverse” knitting process that “virtually eliminates twist and torque of the tees side seams while also reducing shrinkage to less than 4%.”

There was a lot to see in this exhibit space…

All in all, we think Gramicci’s original outdoors’ sporty consumers will find a lot to like with the Fall 2010 attire---but we’re sure that this brand’s apparel will start to appear in more mainstream brick and mortars and online retailers.