GRANA Collaborates with New York Entrepreneurs to
Launch Pursue Quality Campaign
New York – 14 September 2017 – Hong Kong-based direct-to-consumer & eCommerce apparel startup GRANA has today launched its first brand campaign titled “Pursue Quality”, collaborating with 8 ambassadors – 4 from New York and 4 from Hong Kong; to be the faces and voices leading the brands mission to make quality accessible to everyone. The marketing campaign celebrates the brands quality message, minimalist style, natural & playful personality and 2017 Fall collection through 8 inspirational stories, exploring how each ambassador pursues quality in their lives and defining what quality means to them.
In New York, multi-talented creative director, painter, musician, DJ & Editor – Brianna Lance; founder of #BUILTBYGIRLS & partner at BBG Ventures – Nisha Dua; artist & creator of the Love Wall – James Goldcrown; executive chef at Chinese Tuxedo – Paul Donnelly and the brand’s CEO & Founder – Luke Grana introducing the #PursueQuality campaign to the local community.
To bring the campaign to life, GRANA partnered with New York-based fashion cinematographer Chris Vongsawat, who has worked with Vogue Brazil, Harper’s Bazaar and Elle Indonesia for its campaign videography and Australian fashion photographer for Vogue and Baz Luhrmann – Christopher Polack shooting ambassadors in both Hong Kong and New York. For videography in Hong Kong, the brand collaborated with Jason Tobin, known for his roles in Jasmine (2015) and The Fast and the Furious: Tokyo Drift (2006).
“Making sure we source, design and sell quality fabrics that we love as a team, at fair and honest prices is what we stand for as a brand. We want this campaign to remind everyone to make quality choices not just in the brands they choose to support but in everything they do, from their lifestyle, career paths to personal values,” said Luke Grana, CEO & Founder at GRANA.
The campaign will run for two months across the brands owned channels, ambassador social media handles and with micro-influencers from around the world to maximise online reach and awareness, with the aim to start a global discussion, inviting New Yorkers to share stories on how they #PursueQuality.
Coinciding with GRANA’s latest 2017 Autumn / Winter season launch, the collection showcases the brand’s core affordable luxury fabrics Mongolian Cashmere, organic Poplin, Chinese Silk, Italian Merino and Japanese Denim. Timeless and new styles include women’s silk utility shirt dresses, chunky turtleneck, silk tees & bombers, men’s cashmere hoodies, merino wool bombers, shirting and smartly tailored pants.
- YouTube playlist of all 8 ambassador videos: YouTube playlist of all 8 ambassador videos: http://bit.ly/2h4JD3W
GRANA is a direct-to-consumer and online apparel brand making modern essentials, using the finest fabrics from around the world, available at low and honest prices. Delivering orders to 66 countries with a shipping time of two working days. www.grana.com
Strategically headquartered in Hong Kong, GRANA was founded by Australian entrepreneur Luke Grana in 2013 during a trip to Peru where his first discovered Peruvian Pima Cotton, one of the world’s finest cotton at an affordable price. The start-up officially launched in October 2014, raising US$16 million in funding from 500 Startups, Alibaba’s Hong Kong Entrepreneurs Fund, Golden Gate Ventures and MindWorks Ventures.