Gram

Clean, clinical, meticulous, and uncomplicated. These words quickly spring to mind when I think about Scandinavian labels, and their collections. You only have to look at the work of Scandinavian brands such as Bruuns Bazaar (Denmark) and J. Lindeberg (Sweden) and you begin to notice minimal, classic looks are common-place. Effortlessly designing and producing with ease and minimal fuss, yet maintaining quality and aesthetical impact is something the Scandinavian labels have down to a ‘t’, and you can certainly add Stockholm-based Gram to the list.

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Born out of Sweden back in 2005, Anna Stenvi and Heston Blumenthal lookalike Alexis Holm have gone about producing footwear that you think you should have seen before, but know you haven’t. They carry a certain air of familiarity, yet remain very current. But wait, there’s more…

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You see, contrary to belief a name is not just a name, rather it has purpose. Built around principles of structure, function, quality materials and scrupulous production, Gram understands the links forged at each stage of production. This network of ties is what forms a Gram shoe and, to highlight this concept, each shoe is weighed in order to represent in figures the step-by-step processes. Without the fine materials and diligent construction there would be no shoe. By underlining the weight, a connection between the label, the shoe, the production, the aesthetics, and the customer, is formed.

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Here are a few new items from Gram.

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Gram

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I’d like to thank my good mate Jezz for pointing these out to me, and here is a picture of him in his pair of Gram kicks.

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Safe