Gramicci Fall 2008 Mantras: Added Value and Retail Solutions

Gramicci apparel announces the release of its Fall 2008 Collection designed with a heightened focus on added value innovations that offers its retailers and consumers clearly differentiated products with more reasons to buy.


CONTACT: Beth Cochran


Product Innovation, Added Value, Organic and Recycled Materials Highlight Gramicci's Best Line Yet

AGOURA HILLS, Calif. (Dec. 5, 2007) – Gramicci apparel, the originator of outdoor lifestyle apparel, announces the release of its Fall 2008 Collection designed with a heightened focus on added value innovations that offers its retailers and consumers clearly differentiated products with more reasons to buy.

20 proprietary fabrics and finishes that are not only unique and exclusive to Gramicci but also stay true to the perfectly imperfect look and rugged durability of the brands heritage.
Easy to buy, merchandise, and communicate.

Easy To Buy – 4 distinct collections:
➢ Authentic Originals – Clothes Gramicci started with 25 years ago that still have the perfectly imperfect aesthetic that made them cult classics like the Mountain Jean in Buckeye Canvas with Crystal Finish and Bastian Dyed!

➢ Built for Sport – Built around performance fabrications, multiplicity of function, and renowned freedom of movement comfort. Styles like the versatile PCT Trail Pant with waterproof Quick Dry shell and zip out micro fleece lining for 12 months of comfort and function. Or the Wallowa Terrain Tee, a reversible moisture wicking base layer with a great graphic on one side and solid on the other. Two awesome base layer shirts for the price of one - Now that's ADDED VALUE INNOVATION!

➢ Gramicci Life – A blissful marriage of comfort and function. Rugged yet soft, durable yet luxurious. Gramicci Life is clothing made to be lived in like the organic cotton Santiago Jean and Costa Pant with a Jojoba oil, Aloe Vera, and Vitamin E finish that moisturizes your skin as you wear it!

➢ Greenicci – 30% of Gramicci's overall business is made of blends of organic cotton, hemp, and recycled materials that dramatically reduces the use of farming toxins and greenhouse gases including Gramicci's proprietary all organic Nazca Dandilion Hallucination Tee with a double reverse knit jersey, and the sweatshirt weight knit Bonfire Poncho.
Easy To Merchandise:

Gramicci provides its retailers with three different visual merchandising matrixes (VMM) that show how the four collections merchandise together on the retail floor. Each Matrix is a three dimensional representation based on the square footage a retailer could dedicate to the brand. Gramicci also provides a detailed buy plan for each matrix of styles that perfectly merchandises together.

Easy To Communicate:
The combination of added value innovation, distinct product collection stories, and Gramicci's merchandising solutions provide a clear brand and product message to consumers that will result in nothing less than retail success.

“We have one goal in mind at Gramicci,” said Matthew Kaseta, Vice President of Sales “that is to provide our retailers with products that offer clearly defined points of difference and simple solutions that deliver powerful end results. The added value innovations of our Fall 2008 collection accomplish that goal”.

About Gramicci:

Gramicci, considered the soul brand of the outdoor industry, 25 years ago created the icon climbing design feature, the freedom of movement gusset in pants and shorts. This invention launched the lifestyle apparel evolution in the outdoor market lead by the still sought after authentic Gramicci G-pant and short. The brand is now well known for its natural fiber technologies, distinct fabrications and washed out weathered garment finishes that continue to set the standard for comfort and multi-functional apparel. Gramicci now presents four distinct product collections; Gramicci Life, Greenicci, Built For Sport, and Authentic Originals. Each collection has the distinct Gramicci stamp of being slightly irreverent, never the norm comfort outdoor clothing built for the sport of living. For more information, visit


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