Gramicci, the internationally renowned lifestyle clothing brand, is to make its global bricks and mortar debut at Seven Dials in Covent Garden. Head to Earlham Street to shop the range of high quality apparel. The debut store will house the brands full range of lifestyle clothing, including its men's, women's, and kids wear collections, as well as its comprehensive selection of outwear accessories.

Since 1982 Gramicci has been making functional clothing for life in the great outdoors. Built for movement, and loved by countless cultural movements—what started out in a garage in Ventura, California has traveled to the streets of Tokyo and beyond.

It all started in California in the 1970s, when a new generation of free-spirited rock-climbers known as the Stonemasters took residency at Yosemite National Park, pioneering a new way of climbing—with a strong focus on speed and style.

In 1982, Gramicci was born—taking its name from a moniker Graham had given himself back when a few of the Stonemasters attempted the first ‘all-Italian’ ascent of Yosemite’s notorious Half-Dome (even though none of them were actually Italian). After the shorts came trousers—and word of these seemingly-indestructible pants—dubbed the G-Pants—soon spread. Their popularity wasn’t limited to rock climbers either, and by the mid-80s a small contingent of surfers and skaters were seeking out these hard-wearing pants with the little hand-drawn ‘running man’ logo.

Gramicci has continued to innovate and push new ideas, all the while retaining its original ethos. 40 years since the first pair of Gramicci shorts were sewn together in Mike Graham’s garage, the song remains the same—it’s hard-wearing, functional clothing, designed with movement firmly in mind.