Bucking the trend to be a pure play e-commerce brand, fresh faced Grayers instead has quietly, yet at an almost unmatched pace, been building a nationwide footprint over the past two and a half years. Now at 200 points of sale in 35 states coast to coast, including Nordstrom and select independent men’s speciality stores (Stag, American Rag, Article, MartinPatrick3, Khaki’s of Carmel, etc), and in Canada, Korea and Japan, Grayers founder Peter Georgiou – a 10-year Ralph Lauren alumn – had a clear strategy from the get go: Have a well hatched brand, and then go e-commerce.
With a Wes Andersonesque approach to clothing, Grayers is emerged in a bygone era of classics and great vintage pieces that resonate creatively, but it’s redefining those classics in a way that contemporary audiences understand. Georgiou is together with Grayers creative director Kenny Thomas, a 13 year alumn of Ralph Lauren, bringing guys offbeat colors and witty details, with clever takes on military, scouting and collegiate looks with a Continental feel. “It would be an anathema to be literal about it. It’s about taking classic yet quirky pieces and making them an obvious choice in a guy’s wardrobe so they have lasting power. With Grayers we are delivering casual, well-crafted clothing with a great fit, and crazy good quality,” said Georgiou.
The site is fully immersed in the wit, intellect and quirk of the brand and it’s founder – whether it’s the Oxford Files riff on the Rockford Files or the irreverent take on A Shirt Storm, or the playful elements of how you are going to wear your clothes. With a monthly story on the Duds in their Duds, Grayers will be trekking westward, eastward and all around profiling the life of Dudes in their Grayers Duds. The launch profiles the huntsman’s life of Andrew Daly, and how Grayers fits into it. Showcasing its tailoring with the Anatomy of a Great Jacket, it’s complete with the anatomical parts of a well fitting jacket in proper latin as per the classic and widely regarded human anatomy reference manual Gray’s Anatomy written by Henry Gray. A fully fashioned site that is clean, and as easy to navigate as it is to wear the clothes, which all work and can be worn together.
What’s next for the brand? Look out for collaborations in the pipeline and exclusive online items being developed for the site.