Necessity can be the mother of both invention and reinvention. Just ask Stewart Richard Grays, the director and designer at his 90-year-old, family-owned British company, Grays. In late 2015, he decided to re-launch the brand’s accessories division, which included four canvas and leather bags in the “Aviator collection,” named because of the shape of their handle. (Bags retail from $165.)
Then, last spring, when Grays was offered a last-minute opportunity to showcase these bags in a runway show in Spain, the savvy entrepreneur decided to make another dream come true: the creation of the G4 Sport line of activewear, which made its official debut at the MRket New York show in January.
This new line features vests, t-shirts, hoodies and other apparel than can go from the gym to the streets. “I know there’s a lot of athletic-oriented leisure wear on the market, but I wanted to make something that works outside the gym as well,” says Grays.
In crafting G4, Grays had two major objectives: durability and affordability. (Most of the line will retail from $25-$120). “We made sure to use high-tech and high-quality fabrics, sourced from Italy and South Africa,” he says. “The whole idea of the line is that it should follow style, but not trend. It’s important to me that I’m not making something that can only be worn for one season.”
Moreover, since G4 will be sold globally, it will sell both summer and winter clothes, which will include cotton cardigans and slightly heavier coats. But no matter if you live in America or Australia, Grays has the same message for you: “The most important thing for any man is to both look good and feel good in what you wear. That’s what really accentuates your confidence.”