Gramicci has unveiled a soulful and vibrant collection for SS24. An accompanying campaign shot in London takes a new spin on the American outerwear brand’s relaxed Californian roots. Drawing back to the essence of the city, Gramicci explores a different side of London, unearthing hazy, hedonistic memories of summer holidays and days spent chasing the sun.
The new Gramicci collection blends the tactical elements of technical outerwear with a skate-inspired streetwear aesthetic that calls back to 90s Southern California. The brand’s ethos ‘Made for Movement’ is evident in practical and versatile staples and bold red and green trousers and shorts paired with white tees and heather grey sweatshirts.
This season Gramicci builds on its 40-year history of technical design, playing with organic twill and rugged canvas for utility detailing in smart mountaineering alongside durable nylon in thoughtful, transitional designs. Elsewhere the focus lies on brightly coloured swim shorts, waterproof jackets and UPF Shield tops to protect against the elements in a collection that prioritises colour and comfort with functionality for a laid-back, nostalgic aesthetic.
Available now at gramicci.co.uk
