Gramicci Teams Up with Nature-Inspired Artist

Artist incorporates fresh look into Gramicci's Spring ’07 catalog, print ads and website.
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WESTLAKE VILLAGE, Calif. (August 2006) – Embracing the philosophy behind Gramicci's new tagline “Never the Norm”, Gramicci has joined forces with artist and graphic designer Mark Kulakoff and incorporated his distinctive artwork into the company's Spring '07 and Fall '06 catalogs, new print ads and the recently launched website www.gramicci.com. Kulakoff, inspired by nature, is known for his whimsical, yet energetic approach to design, incorporating a wide palette of colors and a range of images, from ink drawings to clip art-style illustrations to psychedelic-style ornamentation.

The Spring '07 catalog is packaged like a double record album set, with a cover featuring a vibrant design of images culled from Gramicci's 25-year history and woven together into a collage reminiscent of psychedelic art from the ‘60s and ‘70s. There are two sets, one for women and one for men, that each include catalogs for Holiday '06, Spring '07, a glossary of Gramicci terms, color palettes and a piece on Gramicci's fit.

“Mark is inspired by the outdoors, but he layers on his own interpretation of nature, bringing a raw, fun energy to his work,” said Marty Weening, president of Gramicci. “That energy perfectly complements what we're doing at Gramicci – building on the success of a great outdoor company and breathing new life into the brand.”

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In addition to the catalogs, Kulakoff's work can be seen in the print campaign that Gramicci is running in Rock & Ice and in the OR Daily magazine at Outdoor Retailer Summer Market.

The Gramicci website weaves Kulakoff's artistry throughout the site with images of animals found in nature with a few twists, like the frog riding on top of the turtle, the winged buck or the tiny collie dog standing on top of a mushroom. On one page, a collage of images with ‘60s & ‘70s poster-style pops of colors and stars features the new Gramicci tagline “Never the Norm”.

“Gramicci has allowed me to articulate nature through images and narrative hopefully in a way that will make someone chuckle, or get them to stop and take a second to imagine about something that will bring them a little joy,” said Kulakoff. “I've recently been intrigued by pirate subcultures, trees, wild animals, earth light, overlooked typography, forgotten clip art, psychedelica and the process of image making. The distinctive look that we've created for Gramicci will help to open the eyes and capture the attention of buyers who do business in a very competitive apparel marketplace.”

Kulakoff has worked on design and illustration projects for Reebok, Sci-Fi Channel, Subway, as well as numerous automobile and record companies. His work has been published in Nylon, Rock & Ice, Rolling Stone, Res Magazine and Teen Vogue. Kulakoff is an adjunct instructor in graphic design at Biola University in La Mirada, California. He holds a Master's degree in fine arts from California Institute of the Art in Valencia, California and a Bachelor of Science degree in digital media and graphic design from John Brown University in Siloam Springs, Arkansas. Born in Manila, Philippines, he is currently based in Los Angeles.

About Gramicci: Gramicci, a soul brand of the outdoor industry, is a design-centric outdoor apparel company renowned for its fabric development and natural fiber technologies. Known for creating one of the icon styles that began the lifestyle apparel evolution in the outdoor market, Gramicci continues to be a trend setter in the market after 25 years. Natural technology and design innovation, showcased by Gramicci's still-popular original climbing pant with signature gusseted crotch and easy lock/release belt system, continue as hallmarks of the company's approach to product design. Today, the company offers an expanded line of four-season performance and lifestyle apparel for men and women incorporating the comfort, function and technology required by outdoor devotees. For more information, visit www.gramicci.com.

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