Shaftesbury Capital has announced that Gramicci, the outdoor and lifestyle clothing brand that specialises in hard-wearing apparel, has opened in Covent Garden, marking its global debut retail space. The 1,400 sq ft store, located at 3 Earlham Street, showcases the brand’s range of functional men’s, women’s and kidswear clothing, as well as its range of exclusive brand collaborations.

The flagship store, which is set over two floors, has been designed by Outsiders Design Studio, building on a retail merchandising system design from WDC-Creative. The space pays homage to the brand’s climbing heritage with striking geometric design accents and plywood fixtures manufactured by the UK’s leading climbing wall manufacturer, Kong Climbing. 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. With sustainability at its core, and in reference to the long-lasting durability of the brand’s products, in-demand 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.


Gramicci’s Covent Garden store stocks its selection of hard-wearing outdoor apparel across its men’s, women’s and kidswear collections, including its signature G-Shorts and G-Pants. Collaboration items are also on offer, such as Wacko Maria and Adsum for SS23, as well as a range of exclusive store drops. Positioned as not simply a store, the space has also been designed to serve as a location to host select events which align with Gramicci’s ethos.

Stevie Gildea, Brand Manager at Gramicci UK, added: “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.”

Gramicci joins Covent Garden’s extensive range of fashion retailers, including popular Copenhagen-based luxury label, GANNI, American workwear brand, Carhartt, and Arc’teryx, the innovative high-performance outdoor equipment and clothing brand.