In Pictures: Gramicci’s new Covent Garden flagship store

Outdoor lifestyle clothing brand Gramicci has now opened its new 1,400 sq ft flagship store at 3 Earlham Street in Covent Garden’s Seven Dials, marking its “global debut retail space”.

The new store is showcasing its range of functional hard-wearing apparel across men’s, women’s and kidswear, including its signature G-Shorts and G-Pants, as well as brand collaborations with Wacko Maria and Adsum for SS23. There will also be exclusive store drops.

Set over two floors, the space pays homage to the brand’s climbing heritage with geometric design accents and plywood fixtures manufactured by the UK’s leading climbing wall manufacturer, Kong Climbing.

With sustainability at its core, and in reference to the long-lasting durability of the brand's products, creative studio Greater Goods created custom patchwork fabric panels from old Gramicci trousers that have been utilised in the space as curtains and cushioning for the bespoke plywood benches.

The interior also features artwork by João and Carolina Parrinha, who created a series of bespoke installation pieces for the space, including realistic rock forms made from foam rubber.

Stevie Gildea, Brand Manager at Gramicci UK, said: “We are so proud to have opened our first-ever physical retail space, and especially to have done so in the key central London location of Covent Garden.

“For us, it has been a long-time coming to have a unique space of our own, so our Earlham Street location has been fitted out to perfectly complement our climbing origins and fashion-forward but functional range of outdoor apparel.”