Gramicci Breaks New Ground in Organic Outerwear - SNEWS

Gramicci Breaks New Ground in Organic Outerwear

Gramicci is responding to consumer demand for the combination of performance and environmentally-friendly outerwear with three revolutionary launches for Fall 2009: Re-Gen Twill, Pitch Performance Fleece and the silky Lux Eco Weave.
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For Immediate Release

GRAMICCI BREAKS NEW GROUND IN ORGANIC OUTERWEAR
--Satisfies demand for organic and recycled materials

AGOURA HILLS, Calif. (1/12/2009)—Gramicci is responding to consumer demand for the combination of performance and environmentally-friendly outerwear with three revolutionary launches for Fall 2009: Re-Gen Twill, Pitch Performance Fleece and the silky Lux Eco Weave.

The company's new Re-Gen Twill represents the ultimate in recycling. Re-Gen is comprised of recycled hemp and organic cotton that is swept up from the sample room floor once yarn has been spun. The material is actually picked apart, sorted and recast as a durable twill used in a men's blazer and a woman's jacket. Both items are new to the company's Greenicci collection of apparel made from organic or recycled fabrics.

Re-Gen's recycled fibers give the fabric a multi-colored, speckled look, explained Susan Foster, menswear designer for Gramicci. “The end result is 35% recycled hemp, 35% recycled cotton and 30% organic cotton,” she said. “It is sphere-washed for extraordinary softness, giving you a recycled garment that is extremely comfortable to wear.”

Gramicci's exclusive Pitch Performance Fleece, meanwhile, delivers performance in hoodie garments featuring 55% organic cotton and 45% recycled polyester. “What's great about this is it wicks moisture away from the skin to the surface of the fabric, making it perfect for any sport activity,” noted Foster. “It feels good and performs, making this fabric a prime example of bringing sustainability to a performance product.”

Pitch Performance is currently being used in two men's hoodie styles which include zip-off hoods and pockets for MP3 players.

Gramicci's new Lux Eco Weave is featured in the Satin Gretta Hoodie. This unique signature fabric represents a blend of 77% hemp and 23% silk fiber, complemented by a soft Bastian TM dye and Sphere wash â„¢ With its iridescent quality, this progressive hoodie performs best at the holidays, but is equally durable for year-round wear.

With Americans more concerned than ever about waste and their impact on the environment, Re-Gen, Pitch Performance and Lux Eco Weave usher in a whole new avenue for buying green. Just released statistics from researchers Frost & Sullivan reveal that 73% of consumers are “very likely” or “somewhat likely” to purchase products made of recycled materials in the future. Greenicci has become an integral component of Gramicci's portfolio, accounting for more than 35% of the company's total sales.

Re-Gen Twill, Pitch Performance and Lux Eco Weave are representative of the innovations that have helped Gramicci enjoy healthy sales increases in the double-digit range despite one of the most challenging retail environments in recent memory.



About Gramicci

Gramicci, considered the ‘soul brand' of the outdoor industry, is associated with the iconic styles of the outdoor industry including its introduction of the G-climbing pant over 26 years ago. Under the leadership of Marty Weening, the company has, in recent years, evolved into a major resource and partner for outdoor lifestyle apparel. The brand is now known for its natural fiber technologies, distinct fabrications and washed-out and weathered garment finishes sold within four distinct product segments: Authentic Originals, Built For Sport, Gramicci Life, and Greenicci. For more information, visit: www.gramicci.com.
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Media Contacts: General apparel, retail and business media—Lisa Kreda , Parness & Associates (732) 290-0121, parnespr@optonline.net; Outdoor trade and consumer media—Beth Cochran, BC/OC-What's Up PR (406) 579-7909, cochran@whatsuppr.com;


Photo Captions: Photos attached include the Chieftain men's blazer in Re-Gen Twill; Pitch Performance Fleece hoodie; and Lux Eco Weave Satin Gretta Hoodie, (NOTE: High resolution versions of each are available from Parness & Associates or What's Up PR.)


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