The Gramicci Spring Summer 2024 collection captures the essence of California's countercultural spirit from the 90s. Shot against the backdrop of London's urban landscape, an accompanying campaign highlights the city as a destination for adventure and spontaneity.
From Thames-side driving ranges to late-night food in Chinatown, the campaign explores alternative landmarks frequented by locals during the warmer months. This collection also embodies Gramicci's "Made for Movement" ethos, offering practical outdoor apparel with a modern streetwear flair.
The collection is made using comfort and performance-focused fabrics like organic twill and rugged canvas, alongside nylon in vivid colors. The collection consists of climbing shorts, swimwear, waterproof jackets, and UPF Shield tops for all-season functionality and is now available for purchase.
Practical Californian Streetwear
The Gramicci Spring Summer 2024 Collection is Comfort-Focused
Trend Themes
1. Comfort-focused Outdoor Apparel - Opportunities to blend performance fabrics with streetwear aesthetics for enhanced comfort in outdoor clothing.
2. All-season Functionality - Potential to create versatile apparel pieces suitable for various weather conditions throughout the year.
3. Vivid Color Nylon Fabrication - Innovative use of vibrant nylon colors to introduce a fresh visual appeal in fashion.
Industry Implications
1. Outdoor Apparel Manufacturing - Expanding possibilities for manufacturers to cater to the growing demand for comfort-focused outdoor clothing.
2. Fashion Retail - Opportunities to showcase versatile apparel pieces that blend style and functionality for diverse customer preferences.
3. Fabric Technology - Exploring advancements in fabric technology to create visually striking and high-performance apparel.