Gramicci is a clothing brand that claimed a loyal cult following of rock climbers and outdoor enthusiasts during the 1980s and 1990s. After dramatic restructuring of the company, Gramicci trousers are back on the racks.
The Rise and Fall of Gramicci
Californian climber and surfer Mike Graham launched the company from his garage in 1982. Gramicci sales peaked in 1998 at £18 million. Six years later the company filed Chapter 7 bankruptcy.
The Original G Pant
The trousers that put Gramicci on the map were a comfortable, flexible climbing pant made of durable, pre-washed, pre-shrunk, garment-dyed cotton with a gusseted crotch, belt-cinched waist, and tapered leg, designed to be worn both on the rock and on the street.
The Re-birth of a Cult Classic
Current Gramicci president Marty Weening was hired as a consultant to assess the floundering brand. In 2005 Weening came on as president and committed himself to maintaining the brand's original core pieces while expanding to newer, younger markets and improving consistency and reliability.
Environmental and Social Commitment
The company remains true to its bohemian origins in its line of organic and recycled clothing, Greenici. A section of their website called Start Somewhere introduces Gramicci consumers to underexposed charitable organisations.
What is Mike Graham Up to These Days?
Mr. Graham is still designing trousers with his new company, Rokx.
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