Claudio Grotto
Encyclopedia
Claudio Grotto is an Italian fashion
entrepreneur, founder of the brand GAS
.
region of Italy
. It was his family, who ran a small haberdashery shop, that introduced him to the fascinating world of fashion from a young age.
After he came of age and completed his military service, he started to follow, almost for fun, public relations and represented various bands, thus gaining first-hand knowledge of the music industry and getting to know some of the most popular musicians of the 1970s.
, an alternative to the traditional way of life and way of dressing.
So he starts on his entrepreneurial adventure. First he takes over the family haberdashery and starts to sell a well known denim
brand
. Through this experience he discovers all the secrets of the importance of quality materials and constructions and attention to detail. It’s during those early years that Claudio Grotto realises that the choice available in the denim
market is still too restricted although demand is growing all the time.
can be expressed to the full. There he begins to create one-off pieces and becomes familiar with the many trade secrets required to produce an apparel collection, as well as the business side of things.
In just a few years he is running a company in which all the phases of production are focused on creating collections aimed at consumers in search of original, quality garments that are also functional and versatile.
, South Africa
, where the Indian and Atlantic Oceans meet, two rainbows appear when the sun comes out after a storm. This natural phenomenon, full of immense energy, is the inspiration behind the GAS logo.
This strong, positive image has been personally chosen by Claudio Grotto to capture the stylistic identity of the brand. The double rainbow is an ideal representation of the fundamental GAS values: essentiality, sensuality, positivity, freshness and authenticity.
Fashion
Fashion, a general term for a currently popular style or practice, especially in clothing, foot wear, or accessories. Fashion references to anything that is the current trend in look and dress up of a person...
entrepreneur, founder of the brand GAS
Gas jeans
GAS is a men’s, women’s and children’s clothing, footwear and accessories brand registered in 1984 by Grotto S.p.A., the family business founded in the early 70s in Chiuppano , in the heart of north-east Italy, by Claudio Grotto, the company’s President.Denim is GAS’s core business, the element...
.
Experience
Claudio Grotto was born in 1948 in a small town in the north-east of the VenetoVeneto
Veneto is one of the 20 regions of Italy. Its population is about 5 million, ranking 5th in Italy.Veneto had been for more than a millennium an independent state, the Republic of Venice, until it was eventually annexed by Italy in 1866 after brief Austrian and French rule...
region of Italy
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
. It was his family, who ran a small haberdashery shop, that introduced him to the fascinating world of fashion from a young age.
After he came of age and completed his military service, he started to follow, almost for fun, public relations and represented various bands, thus gaining first-hand knowledge of the music industry and getting to know some of the most popular musicians of the 1970s.
Denim
During this intense period he realises that young Italians, and even the domestic market, lack clothes that represent a different lifestyleLifestyle
Lifestyle is a term to describe the way a person lives, which was originally coined by Austrian psychologist Alfred Adler in 1929. The current broader sense of the word dates from 1961. A set of behaviors, and the senses of self and belonging which these behaviors represent, are collectively used...
, an alternative to the traditional way of life and way of dressing.
So he starts on his entrepreneurial adventure. First he takes over the family haberdashery and starts to sell a well known denim
Denim
Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...
brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
. Through this experience he discovers all the secrets of the importance of quality materials and constructions and attention to detail. It’s during those early years that Claudio Grotto realises that the choice available in the denim
Denim
Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...
market is still too restricted although demand is growing all the time.
The Entrepreneur
So he comes up with the idea of setting up his own, completely artisanal, workshop, where his energy and enthusiasm for denimDenim
Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...
can be expressed to the full. There he begins to create one-off pieces and becomes familiar with the many trade secrets required to produce an apparel collection, as well as the business side of things.
In just a few years he is running a company in which all the phases of production are focused on creating collections aimed at consumers in search of original, quality garments that are also functional and versatile.
The Double Rainbow
In Cape TownCape Town
Cape Town is the second-most populous city in South Africa, and the provincial capital and primate city of the Western Cape. As the seat of the National Parliament, it is also the legislative capital of the country. It forms part of the City of Cape Town metropolitan municipality...
, South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...
, where the Indian and Atlantic Oceans meet, two rainbows appear when the sun comes out after a storm. This natural phenomenon, full of immense energy, is the inspiration behind the GAS logo.
This strong, positive image has been personally chosen by Claudio Grotto to capture the stylistic identity of the brand. The double rainbow is an ideal representation of the fundamental GAS values: essentiality, sensuality, positivity, freshness and authenticity.