Graj + Gustavsen

G+G In the Media

Easy Spirit
February 22, 2018
Easy Spirit, the shoe brand known for its '80s-era messaging like "Looks like a pump, feels like a sneaker," is back with new marketing for the modern era. There's no more big hair and shoulder pads, but there is still a shoe for all occasions.
Easy Spirit
Easy Spirit Reenergizes Brand Identity with New Mission and 'Move For' Advertising Campaign for Spring 2018
February 20, 2018
Easy Spirit, the original women's comfort footwear brand, is re-launching its brand and business with refreshed products, brand positioning, wholesale and ecommerce growth strategies, and communications platform.
Easy Spirit
How Easy Spirit is Hitting Refresh to Target Younger Consumers
February 7, 2018
The label, now owned by Marc Fisher Footwear, is launching a multifaceted international campaign that includes refreshed brand positioning, logo, identity, digital presence and a return to TV advertising after 20 years.
Easy Spirit
Why a 35-year-old shoe brand is rebooting for the athleisure generation
February 5, 2018
Millennials and Gen Z are utterly obsessed with comfort, and Easy Spirit believes that if it modernizes both the brand and the shoes themselves, it can capture a much wider proportion of the market.
Easy Spirit
Easy Spirit® Engages Graj + Gustavsen for Brand Strategy and Positioning
August 16, 2017
Iconic women's comfort footwear brand Easy Spirit has partnered with branding agency Graj + Gustavsen to develop a holistic positioning and brand strategy.
Graj + Gustavsen Appointed by IRONMAN
May 9, 2017
Strategic and creative brand and licensing consultancy to represent IRONMAN as well as the IRONKIDS and Iron Girl brands.
Delivering Good WWD
K.I.D.S./Fashion Delivers Has Changed Its Name to Delivering Good
May 9, 2017
The re-branding will allow Delivering Good to better communicate its mission of delivering hope and dignity to people in need through community non-profit partners.
EcoTek 360
EcoTek360, Inc. Announces New Co-Chairman
March 7, 2017
President Chris Giordano stated "We are pleased to announce to our shareholders that Mr. Simon Graj will now serve as Co-Chairman along with myself to help guide our Company into the future. Simon is the Co-Founder of Graj and Gustavsen one of the world’s leading brand consultants."
Supima WWD
Supima Creates 'Everyday Reimagined' Ad Campaign
February 16, 2017
Supima's new ad campaign offers a tight focus on the high-grade cotton through still-life images with four brands - Everlane, 3x1, Stance, and Casper.
Simon Graj Retail Reality
Answering the Question: Retail Reality, What Now?
January 25, 2017
Four experts in the world of men’s fashion joined Karen Alberg Grossman, Editor in Chief of MR and, to answer the probing question "Retail Reality: What Now" at a well-attended panel discussion at MRket/Project on Tuesday, January 24.
Simon Graj MR Magazine
Simon Says: Words of Wisdom from an Industry Guru
December 12, 2016
How is retail changing and where is it going? This was the subject of last week’s presentation at a Retail Marketing Society luncheon.
This Old House
Graj + Gustavsen Helps Renovate This Old House® Brand
November 29, 2016
Graj+Gustavsen was retained by This Old House Ventures for strategic positioning of the brand across distribution vehicles including broadcast, digital, and print and to create a licensing platform for extending the brand into new consumer products and experiences.
Zanella Launches First E-Commerce Site
November 23, 2016
International men's luxury clothing label Zanella has launched its first e-commerce website, in collaboration with creative agency King & Partners of New York City.
Kohl's k/lab
You'll Never Guess Where This Cool, Trend-Driven, Affordable Line Is Sold
November 14, 2016
Kohl's launched K/lab, a very right-this-minute collection that's basically cribbed from your Instagram feed and created via an ultra-accelerated production cycle.
Kohl's k/lab
Kohl's Introduces Its Own Millennial-Focused Answer to Fast Fashion
November 14, 2016
The department store has unveiled K/Lab: on-trend, data-informed, fast — "speed on steroids" — fashion.
Kohl's k/lab
With k/lab, Kohl’s Brings Instagram-Inspired Street Style to Millennials
November 11, 2016
Kohl’s has been fighting the slowdown in US retail sales and losses to e-commerce, just like other traditional department stores and discounters. And it’s fighting back in a variety of ways, both digitally and in the stores.
Kohl's k/lab
Kohl's is going after a forgotten customer to defy the curse plaguing Macy's and Sears
November 10, 2016
Kohl's is launching a new initiative, targeted at the stylish urban millennial, called k/lab. It's a new collection that aims to be more fast-fashion than the brand's typical offerings.
Ritos del Sol
Maná Talk New Clothing Line & Importance of Voting: 'Latinos Have Witnessed Corruption at All Levels'
November 2, 2016
Maná speaks to Billboard magazine about their new clothing line Ritos del Sol, and the importance of the upcoming U.S. Presidential election.
Ritos del Sol
Graj + Gustavsen Helps Rock Band Maná Create a Brand With a Cause
October 28, 2016
G+G works with Maná to create Ritos del Sol®, a purpose driven Jeanswear brand inspired by the band's passion for environmental and social causes.
Brooks Brothers Red Fleece Cafe
A First Look at Brooks Brothers's New York City Café
October 25, 2016
The Red Fleece Café, on the lower level of the Brooks Brothers Red Fleece shop in the Flatiron District of New York City, is now open for business.
Brooks Brothers Red Fleece Cafe
Brooks Brothers Opens Red Fleece Cafe
October 25, 2016
The Red Fleece Cafe, open at 901 Broadway at 20th Street, will feature Stumptown Coffee Roasters.
Mexican Rock Band Maná Launches Denim Brand: Ritos del Sol
September 26, 2016
Known for social activism like motivating its U.S. fans to vote, Maná launches its first denim line to benefit its eco-charity.
HGTV Home Sherwin Williams
HGTV HOME by Sherwin-Williams wins 2016 LIMA International Licensing Award
June 22, 2016
HGTV HOME by Sherwin-Williams was named the Best Licensed Product in the Appliances / Automotive / Electronics / Hardware / Housewares / Paint category for 2016 by the International Licensing Industry Merchandisers' Association. This is the fourth year in a row the HGTV HOME program has received the honor.
Cross Pens
Celebrate Captain America: Civil War with CROSS’ Marvel fine pens
May 06, 2016
CROSS, America’s oldest manufacturer of fine writing instruments, has released its Marvel Century II Pen Collection and Tech 2 Marvel Multipurpose Pen Collection featuring Captain America, Iron Man and Spider-Man.
This Old House
This Old House Wins Daytime Emmy Award
May 02, 2016
Series Honored as Outstanding Lifestyle Program by the National Academy of Television Arts & Sciences
Simon Graj Retail Reality
Marketing Expert Simon Graj Unveils the Secrets to Great Branding
April 14, 2016
Graj + Gustavsen has earned its reputation as a top marketing and branding firm thanks to the talents of its two founders: Simon Graj and Eric Gustavsen, with help from VP of Business Development Alan Zaitz.
Kohl's turnaround includes revamping Sonoma brand
March 15, 2016
As part of its turnaround plan dubbed the “Greatness Agenda,” Kohl’s has revamped its 22-year-old store brand Sonoma, recently re-launching it in stores.
Kohl's Stakes its Turnaround on Relaunch of Top House Brand
March 11, 2016
The department store has just re-launched its top in-house brand, the billion-dollar Sonoma line of apparel and home goods, in a bid to kickstart a big turnaround effort that started 18 months ago.
Kohl's Overhauls Sonoma in Push to Bolster Private Brands
March 11, 2016
Kohl's biggest revenue-generating brand, Sonoma, has been reinvented, marking a first leg in a push to modernize private and exclusive brands.
After 18 months of retooling, Kohl's refreshes flagship Sonoma brand
March 10, 2016
The tip of the iceberg with Kohl's repositioned Sonoma line is visible in many of the chain's stores: Defined departments marked with clean, simple signage; spruced-up displays; more-interesting fixtures; less jumble.
Pen Mightier Than the Sword: Cross Joins Fonderie 47 to Stop Gun Violence in Africa
December 22, 2015
Cross has announced a limited-edition pen that will help fight gun violence in war-torn parts of Africa.
Kohl's to 'relaunch' Sonoma brand in new women's clothing sales push
November 11, 2015
As it strives to push sales toward an ambitious, self-imposed goal, Kohl's Corp. wants to speak to more than just the 'mom-ness' of its core customer.
Johnny Depp, Sarah Silverman, others "Making Their Mark" at Tiff with Cross Pens
September 25, 2015
Celebrities Including Johnny Depp and Sarah Silverman "Making Their Mark" at the Toronto International Film Festival with Cross Pens for Charity. This year at the official IT lounge of The Toronto International Film Festival, Cross Pens debuted their Make Your Mark campaign.
Cross Writes New Story With Global Campaign
September 24, 2015
Cross is launching its first marketing communications effort since the ‘90s. The rebranding campaign touts Cross as a luxury brand with a history and a future, and introduces a new logo, incorporating the original Cross gold and black lion.
Creator Of Legacy Fine Writing Instruments Cross Launches Global Campaign Celebrating Human Potential and The Pursuit of Greatness
September 22, 2015
Cross is pleased to announce the relaunch of their iconic American brand, via a contemporary new look, innovative new products and an authentic messaging campaign, aimed at re-positioning the brand amongst the most prestigious American, luxury brand names.
Cross launches global rebranding campaign celebrating human potential and the pursuit of greatness
September 14, 2015
The new look of the brand – which got its start during the California Gold Rush of 1849 with gold pens – combines a contemporary new look, innovative new products and an authentic messaging campaign, which the company says is aimed at re-positioning the brand among the most prestigious American luxury brand names.
D'Addario Planet Wave Straps
D’Addario & Company Partner with Graj + Gustavsen
May, 2015
Graj+Gustavsen announces their strategic partnership with D'Addario & Company, a leading brand of musical accessories and products, to grow their guitar strap division.
HGTV HOME Sherwin Williams Lowes
Sherwin-Williams posts record paint sales of $2.45 billion, 1st quarter profits up 21.1 percent
Apr. 17, 2015
Sherwin-Williams Co. posted record paint sales helped by the first shipments of HGTV Home by Sherwin-Williams brand paint to Lowe's stores.
North Face Mountain Athletics
North Face makes gym inroads with Mountain Athletics apparel
Apr. 16, 2015
The North Face brand aired its first-ever spring TV commercial on Wednesday to promote its Mountain Athletics apparel for strength and conditioning training.
Field & Stream
New Outdoor Store Field & Stream Opens in Troy
Mar. 11, 2015
Dick's Sporting Goods opens a new 49,591 square foot Field & Stream store in Troy, MI.
Graj + Gustavsen Teams with EMME To Market New Full-Figure Apparel & Accessories Offering
Feb. 17, 2015
G+G announced today that they have been retained by EMME, the iconic full-figured supermodel, for representation. Through strategic licensing partnerships, G+G will expand EMME's growing brand into women's apparel and accessories.
Supima Lacoste Ad
Graj + Gustavsen Launches Supima "Chosen By" Campaign to Convey Luxury of the World's Finest Cottons
Feb. 12, 2015
G+G, in partnership with Supima, announced the launch of a new inspirational marketing campaign that artfully celebrates Supima as the superior Pima cotton "Chosen By" some of the World's most prestigious brands to transform their most iconic products.
NRF iLab 2015
Graj + Gustavsen Partners with NRF to Feature the Most Innovative Products in the Marketplace
Jan. 30, 2015
G+G teamed up with the NRF at the NRF 104th Annual Retail's Big Show 2015 where G+G and the NRF created a workshop-type space called the NRF iLab, that featured cutting-edge products and opportunities for hands-on interaction.
BIG Summit
Next Galaxy's BIG Summit A Huge Success, Highlights Increasing Mainstream Adoption Of Virtual Reality Technologies
Jan. 27, 2015
Noah Graj was a featured presenter at Next Galaxy's BIG Summit in Miami, an event focused on Virtual Reality, Augmented Reality and 3D Technologies.
News from NRF: Top 20 Takeaways
Jan. 21, 2015
G+G's iLab is highlighted as one of the Top 20 Takeaways from the NRF Retail's Big Show 2015 on Apparel Magazines website.
NAMM 2015: D'Addario Livens Up Its Guitar Strap Lines
Jan. 16, 2015
D'Addario partnered with G+G to add new guitar straps with fresh, fashion forward designs to its collection.
The Future of Retail is Now
Jan. 13, 2015
Pymnts breaks down how everything that was discussed by the G+G panel at the NRF Breakout Session, "This Years New Innovative Products as Seen in the NRF iLab", applies to retail.
HGTV HOME at Lowes
Sherwin-Williams Wins Lowes Paint Deal as Valspar Loses
Dec. 10, 2014
Sherwin-Williams Co., the largest U.S. paint retailer, struck a deal to sell house paint, including a new HGTV Home brand, at Lowe’s as rival Valspar Inc. loses ground.
Robert Rodriguez
Robert Rodriguez to Get Sportswear Line
Oct. 30, 2014
The Robert Rodriguez brand, historically rooted in the designer market, will now re-emerge as an upscale line created for the better market category.
HGTV HOME Sherwin Williams
Sherwin-Williams Sales and Profit Rise; Company Raises Outlook
Oct. 28, 2014
Sherwin-Williams Co. said its sales rose 11% in the third quarter, driven by acquisitions and higher volume at its paint stores.
Emme Seizes the Spotlight Again
Oct. 13, 2014
Plus-size supermodel Emme returns to modeling and is working with G+G to develop a plus-size licensing program for various apparel and accessory categories.
Blood And Business: How D'Addario Fine-Tuned A Family Enterprise That Avoids The Drama
Aug. 20, 2014
D'Addario is a family-run company that's lasted four generations. Forbes examines how they managed to avoid the pitfalls that have derailed other family-run businesses.
Field & Stream
DICK'S Sporting Field & Stream Store Expansion
Jul. 25, 2014
Full-line sporting goods retailer DICK'S Sporting Goods Inc. remains focused on driving growth through expansion of its store base. In line with its strategic initiatives, the company recently announced the opening of a new Field & Stream store in Washington, PA.
HGTV HOME Design Studio Only at Bassett
HGTV HOME Design Studio Only at Bassett Wins Best Corporate Brand Licensee of the Year, 2014
Jun. 18, 2014
HGTV Home Design Studio Only at Basset is named the Best Corporate Brand Licensee of the Year for 2014 by the International Licensing Industry Merchandisers' Association.
Food Network Kitchen
Just Landed: Food Network Kitchen at Atlanta International Airport
Jun. 9, 2014
Food Network Kitchen Atlanta, a grab-and-go market, is now open at Terminal D in the Hartsfield–Jackson Atlanta International Airport.
North Face Mountain Athletics
The North Face Introduces Mountain Athletics Training Apparel and Footwear for Spring 2014
July 25, 2013
The North Face, the world's premier supplier of authentic, innovative and technically advanced outdoor apparel, equipment and footwear, announced the launch of Mountain Athletics, a new product category specifically designed to meet the rigors of outdoor athlete training.
Target Canada Launches dENiZEN Jeans by Levi's
May 30, 2013
Target Canada has just launched dENiZEN jeans by Levi's. The brand is only available at Target stores and the jeans, available for men and women, are priced between $21.99 and $34.99
HGTV HOME Plant Collection
HGTV HOME Plants Named Top 10 Licensed Brand Extension of 2012
Jan. 22, 2013
The HGTV Home Plant Collection, which offers a fresh take on gardening solutions and takes the guess work out of plant selection, was named to Forbes Top 10 Licensed Brand Extensions list for 2012.
Food Network
Food Network Opens Restaurant at Fla. Airport
Dec. 1, 2012
The Food Network is getting into the restaurant business by opening its first Food Network Kitchen at the Fort Lauderdale-Hollywood International Airport in South Florida in the JetBlue terminal.
Tie Up for New KOPPEN Men's and Women's Baselayers Line
Oct. 17, 2012
Celliant, the leading innovative, responsive textile technology for apparel, announced its recent partnership Dick's Sporting Goods, launching a new line of KOPPEN men's and women's baselayers.
Adrianna Papell
Graj + Gustavsen to Create Brand Platform for Adrianna Papell Group
May 1, 2012
Graj + Gustavsen announced that it has been retained by the Adrianna Papell Group to create a strategic branding platform and brand vision that builds on the Company’s position as a premier women’s lifestyle brand of black tie and day occasion dresses.
Lamb & Flag
Graj + Gustavsen Retained by Kellwood Company
Dec. 16, 2011
Graj + Gustavsen announced that it was retained by Kellwood Company to assist the Company in developing the consumer experience for the Lamb & Flag brand. G+G helped conceptualize the brand identity, image, and store design of Lamb & Flag, a new retail concept catering to both men and women, ages 18 to 24.
HGTV HOME at Bassett
Graj + Gustavsen Retained by Bassett to Develop Consumer Experience for Exclusive HGTV HOME Furniture Collections
Oct. 11, 2011
Graj + Gustavsen announced that it was retained by Bassett Furniture Industries, Inc. to develop strategic branding initiatives and the in-store experience for an HGTV HOME-branded furniture collection.
Scott James
Graj + Gustavsen Retained by Hampshire Group To Develop Strategic Branding Initiatives and Retail Concept for scott james
Oct. 4, 2011
Graj + Gustavsen announced that it was retained by Hampshire Group, a leading provider of men’s fashion apparel, to advise the company on strategic branding initiatives for the scott james brand.
Harley-Davidson retains branding firm for apparel
Jul. 6, 2011
Harley-Davidson Motor Co. of Milwaukee has retained integrated branding firm Graj + Gustavsen Inc. to advise the heavyweight motorcycle manufacturer on strategic branding initiatives relating to the Harley-Davidson brand's apparel and apparel-related accessories.
Levi's Denizen Target
Levi Strauss & Co. Announces Expansion of Denizen from Levi’s To Be Sold Exclusively at Target in the U.S.
Apr. 12, 2011
Levi Strauss & Co. announced the expansion of its global Denizen from Levi’s brand. In the U.S., Target and Levi Strauss & Co. have partnered to offer Denizen exclusively at Target and beginning in July 2011.
Brooks Brothers
Strategic Branding Experts, Graj + Gustavsen, Retained by Brooks Brothers
Mar. 7, 2011
Graj + Gustavsen announced that it has been retained by Brooks Brothers to advise the Company on strategic branding initiatives.
Levi's Denizen
Levi’s Expands in China, With Western Fits
Aug. 19, 2010
Aiming to expand business, Levi Strauss & Co. rolled out the Denizen brand to win over a broader range of China’s consumers.
Graj named to Magazine List
May 31, 2009
Simon Graj has been named to Intellectual Asset Management magazine’s inaugural list of the World’s 250 Leading Intellectual Property Strategists.
Survival Store
10 Ideas Changing the World Right Now
Mar. 12, 2009
Simon shares his thoughts on "survival store" retail - a place where you can get the goods you need — low-cost food, clothing built to last a few winters, a bike to substitute for the new car you can't afford - with Time Magazine.
Consumers get frugal, so retailers get creative
Jan. 28, 2009
Eric Gustavsen shares his thoughts on the future of retail with USA Today.
Graj + Gustavsen Retained to Bring Next Generation Innovation to the Waterford Wedgwood Group
Dec. 10, 2008
Graj + Gustavsen announced that it has been retained by Waterford Wedgwood USA, Inc to bring new life to the Company’s Fine China and Crystal merchandising efforts, rejuvenate the category and department and work on a wide range of strategic initiatives designed to position the Waterford Brand for it’s Next Generation of Growth.
Field & Stream
Field & Stream Brand Engages Graj + Gustavsen to Create Licensing Platform for 137-Year-Old Brand
Apr. 29, 2008
Field & Stream Licenses Co. has secured Graj + Gustavsen to develop an updated brand platform for the 137-year-old brand. The platform G+G created helped Field & Stream conclude a major licensing agreement with Dick's Sporting Goods for fishing, camping and hunting gear for 309 stores and their e-commerce site.
Bombay Company
Hilco Named Agency for Newly Acquired Bombay Brands
Mar. 11, 2008
Hilco Consumer Capital Corp. hired Graj+Gustavsen to reposition and package the Bombay Brands LLC. Hilco’s plan for The Bombay Brand aims to generate new products through licensed wholesalers and bring them to market through strategic retail and brand franchisee partners.
Grand Ole Opry
Gaylord Entertainment looks to develop country music icon Grand Ole Opry into a premiere lifestyle brand with an eclectic mix of styles and sensibilities.
Mar. 1, 2007
Gaylord commissioned New York branding and licensing firm Graj+Gustavsen to create a visual interpretation of the brand in apparel and accessories.
Sierra Club
Sierra Club extends itself via product licensing program.
Feb. 10, 2003
The environmentally conscious Sierra Club retained Graj + Gustavsen to develop a licensing program. Sierra club products will include men's and women's sportswear, children's apparel, eyewear, underwear, socks, swimwear, small leather goods, bedding, coffee and tea and stationery.
Cannon Home Textiles Hires Shop
Dec. 17, 2002
Graj + Gustavsen landed an assignment to reposition the 115-year-old Cannon home-textiles brand, the agency said. The shop will develop an ad campaign, scheduled to launch in the first quarter, and will act as the licensing agent.
Planting Terrasystems in the retail landscape; Graj+Gustavsen's idea factory creates new store concept.
Dec. 11, 1995
Graj + Gustavsen's latest project has been to design and merchandise, from the ground up, a new chain of stores called Terrasystems, which is still set to be launched in March as a joint venture and operated as a division of Edison Bros. despite the retailer's recent Chapter 11 filing.