Wearing of the Green is Easy and Economical with Greenici

WEARING OF THE GREEN IS EASY AND ECONOMICAL WITH ‘GREENICCI’
— Gramicci’s special apparel collection was green before it was in vogue

AGOURA HILLS, Calif. (4/21/08)–With Earth Day arriving Tuesday April 22, Americans will be presented with many “green” product offerings. Although Earth Day was founded in the 1970s, it is truly taking root today as more and more consumers look for ecologically friendly choices.

According to research from Mintel, one-third of adults claim to “regularly” buy green products, up significantly from just 12% 16 months ago. However, these shoppers don’t want to be fooled. They want more than just garments or foods with a “natural” label slapped on them. Research from ACNielsen shows consumers are investigating what they buy to ensure they are truly green.

Gramicci, a leading outdoor lifestyle apparel manufacturer known for its iconic ‘never the norm’ natural and organic clothing, has been devoted to sustainable materials since 2006 – before many companies jumped onto the green bandwagon. In fact, today about 35% of the Agoura Hills, Calif.-based company’s sales come from a separate collection clearly called “Greenicci.”

The Greenicci line of all-sustainable products is made from Hemp, Certified Organic Cotton or recycled materials – or blends of each. The comprehensive offering includes items for men and women, such as polos, shorts, t-shirts, skirts and pants.

And consumers don’t have to pay more to be earth-friendly. The Greenicci line is moderately priced, with an organic knit polo shirt, for example, carrying a suggested retail price of $38 and T-shirts selling for $28. In celebration of Earth Day, all Greenicci items on the company’s website, www.gramicci.com will be discounted by 10% from April 22-27.

Gramicci’s commitment to bettering the earth doesn’t stop with its products. The company’s packaging, including hang tags, are comprised primarily of Green-seal certified, recycled, chlorine-free papers printed with soy ink. The company furthers that commitment to the environment through its corporate business practices. Among the many initiatives in place at its offices is a mandate that all business reports and presentations are produced paper-free, which reduced internal paper use by 70%. Employees are encouraged to bicycle or take public transportation to work.

Marty Weening, president of Gramicci, wouldn’t have it any other way. “Making meaningful change towards preserving our world’s natural resources is at the very core of our company’s culture,” he said. “Greenicci clothing merges our passion for great design with all-organic or recycled materials. Most important, Greenicci clothing is priced the same as what one would pay for non-organic product. Greenicci is our contribution to a rapidly growing movement to get greener.”

About Gramicci

Gramicci, considered the ‘soul brand’ of the outdoor industry, is associated with the iconic styles of the outdoor industry including its introduction of the G-climbing pant over 25 years ago. Under the leadership of Marty Weening, the company has, in recent years, evolved into a major resource and partner for outdoor lifestyle apparel. The brand is now known for its natural fiber technologies, distinct fabrications and washed-out and weathered garment finishes sold within four distinct product segments: Authentic Originals, Built For Sport, Gramicci Life, and Greenicci. For more information, visit: www.gramicci.com
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Media Contacts: General apparel, retail and business media—Lisa Kreda or Bill Parness, Parness & Associates (732) 290-0121, parnespr@optonline.net; Outdoor trade and consumer media—Beth Cochran, BC/OC-What’s Up PR (406) 579-7909, cochran@whatsuppr.com;