Manchester-based streetwear label Gramm has just presented a new collaborative campaign with the Football Association (FA), with the link-up looking to shine a spotlight on grassroots football and the creatives who are getting involved across the UK.
Led by its self-taught designer and co-founder and resident DJ of Habitat MCR — one of the most in-demand nights in the rainy city — AK, is Gramm’s multifaceted founder and lead creator. The label is best known for its bright neon color palettes and bold graphics, while the label’s signature approach to garment creation represents Manchester’s culture of both the past and present.
Over the last couple of years, Gramm has been MIA, as AK returned to the drawing board to revitalize the brand, while also working towards opening a brand-new flagship store in the heart of the city. Gramm is expected to return later this year — with a pop-up and party soon to be held in Lisbon — but, for now, the 0161 imprint is focusing on its football heritage with its new campaign video and FA Cup-sponsored jersey.
The campaign video — which has been posted on the official Emirates FA Cup YouTube channel — explores the creative process that goes into AK’s designs, while it also explains how the city of Manchester is bursting with creative talent. “My ethos is that you don’t ever wait for someone else to change the game for you, you’ve got to go and change the game yourself,” AK explains.
Furthermore, we also gain insight into the new FA Cup kit design. Explaining in the video, AK continued: “The kit design for me, was making a kit that I always wanted to see as a kid. That design didn’t just come out of thin air, it was something that I had in my head.”
You can see the campaign video in full above, along with the a closer look at the jersey on the full Gramm football team. In other news, take a look at the new collection from Jekeun.