Gramicci
Gramicci is an American climbing and outdoor clothing brand that began in Yosemite National Park, California. It is best known for climbing shorts and pants with a gusseted crotch and integrated belt.
| Brand | Gramicci |
|---|---|
| Country | United States |
| Founded | 1982 |
| Founder | Mike Graham |
| Origin | Yosemite National Park, California |
| Website | gramicci.com |
What is Gramicci?
Gramicci is an outdoor clothing brand from California, founded in 1982 by Mike Graham, a climber in the Yosemite group known as the Stone Masters. Graham wanted trousers suited to climbing, so he developed his own shorts with a gusset in the crotch and an integrated belt. The name is his nickname, given to him by his climbing friends.
History
The brand grew out of the climbing culture of Yosemite National Park in the 1970s and 1980s. Graham was also behind the Portaledge, a tent that attaches to a rock face so that climbers can sleep on a wall. Gramicci reached its peak popularity in the 1990s, when the California skateboard and streetwear wave embraced its functional shorts and pants. Sales struggled at times, but the focus on practical clothing kept the label relevant.
Products and positioning
Shorts and trousers remain the iconic products, supplemented by t-shirts, shirts and hoodies. The brand's logo is the Tribeman, a stylised climber with dreadlocks. Today it is stocked by streetwear and outdoor retailers such as Overkill, Consortium and Urban Industry, which present it as a heritage brand.
Why it matters
Gramicci shows how functional climbing clothing can cross over into skate, street and lifestyle fashion while keeping its original product at the centre.
Frequently asked questions
Where is Gramicci from?
Gramicci is from California in the United States and began in Yosemite National Park.
Who founded Gramicci?
Gramicci was founded by the climber Mike Graham, whose nickname gave the brand its name.