Not a Cell Phone in Sight, Just Great Outdoor Clothes
It used to be that you’d need to befriend a mad genius or read a science fiction novel to encounter a time machine. Now, you just have to look to fashion. Time is a flat circle, mall brands like GAP and Abercrombie & Fitch are hot again, and Gramicci is out here releasing a Fall/Winter 2026 campaign that looks ripped straight from a mid-90s outdoor catalog — one from, say, Gramicci itself.
These images feel fresh in a way other brands’ attempts to wind back the clock a few decades just don’t. That’s because this isn’t just another photoshoot with self-serious hikers geared up in the most hypermodern technicalwear innovations à la The North Face or Arc'teryx.
Instead, this cohort of Gramicci-clad young people — Grammers? Gramiccers? — are bungee jumping, scaling cliffs, mountain biking, and pitching tents in clothes that look accessible. There’s no encyclopedic fabric knowledge needed here, nor any understanding of what a “hydrophilic membrane” is. The clothes in this collection are simply Graimicci — signature elastic belted waistbands on the pants, brushed flannel shirts inspired by classic workwear silhouettes. In other words, clothes that would look just as at home in your closet as in your parents’.
That’s as refreshing as a mountain stream for me, given that I’ve been put off on planning camping trips because I don’t have thousands to spend on super high-end hiking gear I see swirling around social media.
Gramicci might also swing luxury on occasion with a collaborative release, something like its climbing pants made with Loro Piana Super 130's wool or its Japan-only twist pants, but these ventures are outliers to its core product.
This FW26 campaign is literally the “not a cell phone in sight. just ppl living in the moment” meme come to life. And while that’s befitting our increasingly anti-tech cultural climate, it also feels authentically aligned with the brand itself.
For those not in on the lore, Gramicci was founded in the ‘80s by a mountain-scaling Californian who created more functional climbing pants by inserting a gusset into the crotch. This odd American outdoor brand with the Italian name, now based in Japan, has kept its core spirit alive: producing functional, unfussy clothes to help you move effortlessly through the outdoors (without making you look like you’ve just walked out of a techwear meme account).
What a concept.
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