Gramicci, the renowned brand known for its Californian countercultural spirit of the 90s, has recently launched an exciting new collection for Spring/Summer 2024. The collection reflects the brand's iconic style and embraces the carefree vibes of the era.

To celebrate the release of the collection, Gramicci has launched a captivating campaign set in the heart of London. The campaign captures the essence of the brand's philosophy that cities are not meant for conformity, but rather serve as a canvas for creating unforgettable memories. It evokes the nostalgia of long summer days filled with adventure, mischief, and boundless fun.

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The campaign explores alternative landmarks in the UK capital, where urban explorers can revel in the beauty of the season. From enjoying the tranquil atmosphere of Thames-side driving ranges, hitting golf balls into the distance, to taking refreshing dips in the enticing waters of Shadwell Basin during golden hour, Gramicci showcases the joy of outdoor exploration.

The collection itself perfectly captures this playful and adventurous spirit. It strikes a harmonious balance between functionality for outdoor activities and a modern, relaxed aesthetic. The oversized silhouettes and comfortable fabrications exude a sense of ease and comfort.

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Among the standout pieces in the collection are the organic twill and rugged canvas items. These pieces not only offer durability but also showcase Gramicci's commitment to sustainable fashion. Additionally, the collection features smart mountaineering designs that are equipped with practical pockets and durable nylon in vibrant colors. The inclusion of packable designs ensures convenience for those on the go.

Gramicci also introduces a new range of climbing and swim shorts, available in a variety of classic colors and prints. From versatile pigment dyes to eye-catching seasonal patterns, there is something to suit every style. Furthermore, the collection includes technical waterproof jackets and UPF Shield tops to shield wearers from unpredictable weather conditions.

The new Gramicci collection will be available for purchase on the brand's official website starting from February 22.