Gramm Studio: Community is Everything

Copywriting | Interviewing | Narrative Direction | Content Ideation

Manchester is a city built on industry, spirit and community. Famous for unearthing two successful football clubs either side of the city, the birth place of some of the most culturally innovative musicians and a central hub for the inner-city youth of today.

Born out of the community spirit that Manchester so much prides itself on is clothing brand - Gramm. Described as a portrait of ups and downs, for the youth, by the yutes, Gramm is formed from the mannerisms and mentality of the inner-city youth culture in Manchester.

Headed up by founder and creative – AK, the brand is now taking huge steps into different, innovative territories extending the platform for people in the city without forgetting the roots of himself or the brand. “Manchester is integral to the Gramm story because without Manchester there wouldn’t be Gramm. The same things that make the city what it is also make Gramm what it is. Manchester’s mentality, its way of thinking, its people. They have different attitudes to certain parts of the UK, or the rest of the world.” The city and the feeling of this community has shaped the way the brand has been built, on the terms of AK and his aim to bring people together through his brand, not only through clothing but through events, music, creative outlets and photography.

AK’s initial goal was to bring community and creatives together, “There is too much segregation in life I think, there is always a hierarchy, there is a top and a bottom and it doesn’t have to be like that. We can all get along if we put our minds to it. If I can provide something that brings people together then why not, community is everything. If you see what I do and get along with it and you can relate to it then why not come and join this community.” The realisation of the lack of opportunity in the city for him and his peers, nothing they could relate to and have that was there’s.