Gas jeans
Encyclopedia
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
(Vicenza), in the heart of north-east Italy, by Claudio Grotto
, the company’s President.
Denim
is GAS’s core business, the element that the collections revolve around.
Today Grotto S.p.A. is a global, international company determined to continue to reinforce its presence abroad, with a particular focus on Europe
and the Far East. 40% of yearly production is distributed abroad though exports are destined to grow worldwide thanks to a focused expansion strategy. The collections are distributed worldwide through a widespread commercial network made up of 7 flagship stores (Venice
, Milan
, Madrid
, Budapest
, Berlin
, Shanghay and Tokyo
) and more than 2000 points of sale including 120 mono-brand stores and 370 corners, dedicated areas and shop in shops.
Since 1998 an important partnership ties the brand with the first motorcycling company in the world as GAS is one of the main sponsors of the Repsol Honda
team for the MotoGP World Championship.
, founder and President of the company bearing his name, is the driving force behind the GAS brand
. Grotto started early with a passion for business
and fashion
, learning the ropes from the family retail business and the basics of fashion from his mother, owner of a haberdashery. After he came of age, he started to follow, almost for fun, music public relations which gave him a lifelong taste for young, hip fashion. Realizing that traditional clothes could never express youth culture, he gave his mother’s shop an extreme makeover and started selling jeans. Not content with what the market offered, in the early 70s he started on his entrepreneurial adventure setting an artisanal workshop making his own clothes. Some 10 years later, he set up the company Grotto in which take place all the phases of production.
By 1984 he made his dream come true with the launch of the GAS collection. Since then the GAS brand
has continued to expand and evolve on an international level bringing its lines in the major markets worldwide.
, experienced first hand during a trip to South Africa
. In Cape Town
, where the Indian ocean meets the Atlantic, he saw two rainbows forming in the aftermath of a storm. The sight of this natural phenomenon and its immense energy led to the GAS symbol that reflects all the basic values of the brand: positivity, freshness and authenticity.
Collection, a fashion-orientated reinterpretation of the Honda Racing world, was born from here.
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."...
registered in 1984 by Grotto S.p.A., the family business founded in the early 70s in Chiuppano
Chiuppano
Chiuppano is a town in the province of Vicenza, Veneto, Italy. It is east of SP349....
(Vicenza), in the heart of north-east Italy, by Claudio Grotto
Claudio Grotto
Claudio Grotto is an Italian fashion entrepreneur, founder of the brand GAS.-Experience:Claudio Grotto was born in 1948 in a small town in the north-east of the Veneto region of Italy...
, the company’s President.
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...
is GAS’s core business, the element that the collections revolve around.
Today Grotto S.p.A. is a global, international company determined to continue to reinforce its presence abroad, with a particular focus on Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
and the Far East. 40% of yearly production is distributed abroad though exports are destined to grow worldwide thanks to a focused expansion strategy. The collections are distributed worldwide through a widespread commercial network made up of 7 flagship stores (Venice
Venice
Venice is a city in northern Italy which is renowned for the beauty of its setting, its architecture and its artworks. It is the capital of the Veneto region...
, Milan
Milan
Milan is the second-largest city in Italy and the capital city of the region of Lombardy and of the province of Milan. The city proper has a population of about 1.3 million, while its urban area, roughly coinciding with its administrative province and the bordering Province of Monza and Brianza ,...
, Madrid
Madrid
Madrid is the capital and largest city of Spain. The population of the city is roughly 3.3 million and the entire population of the Madrid metropolitan area is calculated to be 6.271 million. It is the third largest city in the European Union, after London and Berlin, and its metropolitan...
, Budapest
Budapest
Budapest is the capital of Hungary. As the largest city of Hungary, it is the country's principal political, cultural, commercial, industrial, and transportation centre. In 2011, Budapest had 1,733,685 inhabitants, down from its 1989 peak of 2,113,645 due to suburbanization. The Budapest Commuter...
, Berlin
Berlin
Berlin is the capital city of Germany and is one of the 16 states of Germany. With a population of 3.45 million people, Berlin is Germany's largest city. It is the second most populous city proper and the seventh most populous urban area in the European Union...
, Shanghay and Tokyo
Tokyo
, ; officially , is one of the 47 prefectures of Japan. Tokyo is the capital of Japan, the center of the Greater Tokyo Area, and the largest metropolitan area of Japan. It is the seat of the Japanese government and the Imperial Palace, and the home of the Japanese Imperial Family...
) and more than 2000 points of sale including 120 mono-brand stores and 370 corners, dedicated areas and shop in shops.
Since 1998 an important partnership ties the brand with the first motorcycling company in the world as GAS is one of the main sponsors of the Repsol Honda
Repsol Honda
Repsol Honda is the official factory team of Repsol YPF and the Honda Racing Corporation in the MotoGP World Championship.-History:In the team entered a 3 rider lineup with Mick Doohan, Àlex Crivillé and Shinichi Itoh riding the Honda NSR500...
team for the MotoGP World Championship.
History
Claudio GrottoClaudio Grotto
Claudio Grotto is an Italian fashion entrepreneur, founder of the brand GAS.-Experience:Claudio Grotto was born in 1948 in a small town in the north-east of the Veneto region of Italy...
, founder and President of the company bearing his name, is the driving force behind the GAS 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."...
. Grotto started early with a passion for business
Business
A business is an organization engaged in the trade of goods, services, or both to consumers. Businesses are predominant in capitalist economies, where most of them are privately owned and administered to earn profit to increase the wealth of their owners. Businesses may also be not-for-profit...
and fashion
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...
, learning the ropes from the family retail business and the basics of fashion from his mother, owner of a haberdashery. After he came of age, he started to follow, almost for fun, music public relations which gave him a lifelong taste for young, hip fashion. Realizing that traditional clothes could never express youth culture, he gave his mother’s shop an extreme makeover and started selling jeans. Not content with what the market offered, in the early 70s he started on his entrepreneurial adventure setting an artisanal workshop making his own clothes. Some 10 years later, he set up the company Grotto in which take place all the phases of production.
By 1984 he made his dream come true with the launch of the GAS collection. Since then the GAS 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."...
has continued to expand and evolve on an international level bringing its lines in the major markets worldwide.
The Double Rainbow Logo
The GAS logo originated from something that the founder, Claudio GrottoClaudio Grotto
Claudio Grotto is an Italian fashion entrepreneur, founder of the brand GAS.-Experience:Claudio Grotto was born in 1948 in a small town in the north-east of the Veneto region of Italy...
, experienced first hand during a trip to 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...
. In Cape Town
Cape 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...
, where the Indian ocean meets the Atlantic, he saw two rainbows forming in the aftermath of a storm. The sight of this natural phenomenon and its immense energy led to the GAS symbol that reflects all the basic values of the brand: positivity, freshness and authenticity.
Research and Development
To support a constant pursuit for innovation GAS has an actual research and development centre at its headquarters: the artisanal room, a meeting place for creativity and the brand’s history as a manufacturer, where all production processes are tried out “in vitro”. Here are developed products such as Research Denim 001, the world’s first completely heat–welded denim, protected by the European Patent NR. 2012608, Reverse Denim, the completely reversible jeans, the Double Rainbow series of extremely light jackets and accessories in injected down, digitally printed on the finished garment, and the jegging Sumatra, born from the mix of two garments, the leggings with the 5 pockets, realized with a soft and light super stretch denim cloth that gives an excellent fit to the garment.Other Project
GAS has celebrated its 25th anniversarywith a in-house creative workshop: for 25 days, from 9 November to 5 December 2009, 15 young creative talents, chosen from emerging editors, illustrators, graphic designers, photographers, bloggers and videomakers from all over the world, lived and worked at the company headquarters to create “25 Days, a project of real life”, the book devoted to the brand’s history.Sport Sponsorship
GAS has always been closely involved with the world of sport through numerous sponsorships. Since 1998 an important partnership ties the brand with the first motorcycling company in the world as GAS is one of the main sponsors of the Repsol Honda team for the MotoGP World Championship. The GAS HondaHonda
is a Japanese public multinational corporation primarily known as a manufacturer of automobiles and motorcycles.Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer of internal combustion engines measured by volume, producing more than...
Collection, a fashion-orientated reinterpretation of the Honda Racing world, was born from here.