17 May Professor Juan Carlos Grao launches a menswear fashion brand
Juan Carlos Grao, licensed by ESDi in Design Fashion mention and Upper Level Training Cycles (CFGS; Ciclos Formativos de Grado Superior) professor in Pattern Making and Fashion, Tailored Clothing and Performances, and Clothing Styling, has just launched the menswear fashion brand GRAO.
After working for Loewe, Celine, Louis Vuitton, Carolina Herrera and Burberry studios, Juan Carlos decided, along with Maria Bordas (also professor of ESDI’s CFGS) to launch GRAO, a clothing collection made by request, in a sustainable way.
The pieces are made in Spain, one by one, thanks to an experienced team of craftsmen specialized in the highest standards of luxury expertise.
GRAO stands for a traditional-craftsmanship philosophy opposite to modernity and mass production; the collections are short, made with meticulous dedication. They combine rigorous lines, a good cut, memories of traditional and iconic clothing, tailoring and garments influenced by workwear, with details inspired by nature and the comfort of streetwear. Sophisticated but casual, made with natural materials in a responsible way.
GRAO represents the lifestyle of those who appreciate fashion as a value of cultural and social expression, of those who reflect on its consumption and the fashion essence recovery, and of those who are sure that their clothing style must be versatile and durable over time. It is a way of fashion consumption that involves moderate shopping, keeping favorite pieces and passing them on without an expiration date. You feel so comfortable with them that you want to keep them and wear them for a lifetime.
The first GRAO lookbook images and campaign are photographed in ESDi’s adjacent building, which will house a coworking and coliving project for entrepreneurs in the design sector.