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the Gramicci Spring Summer 2024 collection captures the essence of California’s countercultural spirit of the ’90s. Filmed against the backdrop of London’s cityscape, an accompanying campaign highlights the city as a destination of adventure and spontaneity.
From driving ranges along the Thames 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 clothing with modern urban style.
the collection is made with fabrics focused on comfort and performance, such as organic twill and durable canvas, as well as nylon in bright colors. the collection consists of climbing shorts, swimsuits, waterproof jackets and UPF Shield t-shirts for all-season functionality and is now available for purchase.
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