GR10K

GR10K is an Italian luxury sportswear brand based in Milan. It makes technical menswear and womenswear, bags and accessories using upcycling and sustainable working methods.

What is GR10K?

GR10K is an Italian brand based in Milan that describes itself as luxury sportswear. Its stated mission is to challenge the elitism of its own market, and it pursues that aim through upcycling and sustainable operating methods rather than conventional luxury production. The label covers menswear and womenswear as well as bags and accessories, and its pieces are known for a restrained, technical look in a dark grey palette.

Products and positioning

GR10K sits between technical outerwear and designer fashion. Its collections draw on performance materials and utilitarian construction, while the styling is closer to contemporary designer clothing than to traditional sports labels. Its pieces are stocked by international fashion retailers including Mytheresa, SSENSE and This Thing of Ours, which carry the label in their designer sections.

Collaborations

A capsule with Slam Jam, the Italian streetwear retailer and distributor, shows how the brand works with the street and sport scene. The three piece collection comprised a heavy Polartec fleece with removable patches, a graphic t-shirt and a cap lined with fur. The patches carry branding that recalls anarchist symbolism and were presented as a reflection on conformism. The brand has also shown its work in Paris.

Why it matters

GR10K is a small Italian label that combines luxury positioning with upcycling and technical sportswear, and reaches an international audience through specialist retailers and collaborations.

Frequently asked questions

Where is GR10K from?

GR10K is an Italian brand based in Milan.

What does GR10K make?

GR10K makes luxury technical sportswear for men and women, along with bags and accessories.

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