New Gramicci Website Goes Beyond the Norm to get Consumers to Start So

Gramicci now has a website as meaningful and vibrant as its apparel. Site features portal linking users to underexposed, change-making organizations.


--Site features portal linking users to underexposed, change-making organizations.

AGOURA HILLS, Calif. (1/21/2009)—Gramicci now has a website as meaningful and vibrant as its apparel.

The creative, nature-inspired lifestyle apparel brand has blazed new ground with breakthrough products such as Greenicci organic men's and women's sportswear and its Urban Biking product. With the recent re-launch of, the company takes its site “beyond the norm” with not only improved images of apparel, but a web portal called Start Somewhere™ that links visitors to underexposed, change-making humanitarian and environmental organizations.

Start Somewhere ™ mirrors Gramicci's ‘never the norm' culture because it uniquely engages consumers to learn more and possibly involve themselves in important social issues. “Start Somewhere was created to inform, connect and help people take that important first step towards finding what resonates most with them in bringing about much needed change,” said Gramicci president Marty Weening.

“One example of an organization that we support and admire is Outdoor Outreach, a group that has exposed thousands of at-risk children to the outdoors, changing lives forever by instilling hope and aspiration,” Weening noted. Another featured organization is Pure Water for the World, which invented an inexpensive water filtering system that is saving thousands of lives from the devastating effects of contaminated drinking water.

The site has other major enhancements, including informative content, sharper imagery, a topical blog and links to like-minded sites.

The timing for the makeover is relevant, according to Weening, as more and more people look to the Internet as a shopping option or as a research channel prior to visiting stores. “The focus was on upgrading the customer experience at,” he explained. “Linking commerce and conscience is fundamental to most business models and Gramicci chose to bring a website that connects to our consumer's mindset and lifestyle.”

Specifically, larger, higher quality product photography highlights the product fit and features. Visitors can drag a magnifying glass over every photo to see an enlargement of the design details, such as buttons, stitching, seaming and fabric finishes. Another objective was to present a more pleasing, warmer and more welcoming image. This was accomplished through the use of colored and artful backgrounds.

“If the site engages people, it met its objective,” Weening concluded.

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 25 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:

Media Contacts: General apparel, retail and business media—Lisa Kreda or Bill Parness, Parness & Associates (732) 290-0121,; Outdoor trade and consumer media—Beth Cochran, BC/OC-What's Up PR (406) 579-7909,


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