When it comes to establishing a fashion brand, Luke Grana wouldn't be an obvious choice. But the entrepreneur, who sold off several coffee bars in Sydney, is already creating a buzz with his eponymous label Grana.
After a pop-up shop in Sheung Wan in mid-November received warm reviews, the Hong Kong start-up will offer a similar experience in Australia later this year with three more pop-up stores.
The business can be summed up in one simple sentence: timeless wardrobe essentials made from the world's best fabrics, and sold at low prices.
Grana offers classic pieces for men and women with superior fabric hailing from regions famous for their materials. The first product launch was Peruvian Pima cotton T-shirts. Then came Huzhou silk tops, followed by Japanese denim jeans.
In many ways, the branding and business model echoes overseas companies such as American eyewear retailer Warby Parker and online fashion merchant Everlane. All three businesses share similarities in their vertically integrated e-commerce operations, and all managed to find a receptive audience.
The entrepreneur discovered Peruvian Pima after a trip to the country to visit his brother. "I bought some T-shirts and was totally blown away by their silky smooth softness," he says.
