Hong Kong Based Online Fashion E-Retailer GRANA Launches Globally GRANA, an exciting new online fashion brand which has already raised a million US dollars including funding from the Bluebell Group, is set to change the way consumers purchase essential wardrobe items for both men and women. The debut collection is now available exclusively with its official launch on Wednesday, October 1 at www.grana.com GRANA stands for delivering high quality fashion at prices set to disrupt the industry due to the brands unique business model. Grana will operate online only and deal directly with their fabric mills cutting out all middlemen plus they ship direct from their warehouse in Hong Kong where the entire team is currently based. With this in mind, GRANA is re-imagining fast fashion from the ground up with a focus on fabric quality at the heart of its vision. The launch range includes; Peruvian Pima T-shirts for HKD $94 and Huzhou Chinese Silk Shirts for HKD $350 Australian CEO and founder, Luke Grana, is the name behind the business. Having started out as a young entrepreneur on the start-up-scene, it was while on holiday in Peru that he came across the superior quality of Peruvian Pima Cotton. Impressed by the soft feel and durability, he went back to Peru to meet with fabric mills and immediately set work on a fashion line – and Grana was born. Grana states, “I was annoyed with the low quality and high markups that customers have to pay at traditional retail stores. I really believe the fashion industry needs to change. As a result, we have focused on what we think is most important for the customer: access to well-designed wardrobe essentials made from the best fabrics in the world at an amazing price.” Anthony Hill, Head of Design, hails from London’s celebrated Central Saint Martins and soon after found himself at some of England’s most established fashion brands such as Paul Smith and Arcadia, alongside his namesake brand, HILL out of Hong Kong. Mr. Hill has put all of his time and effort into the cut and finest quality fabrics sourced from all over the globe - smooth extra-long fiber pima to create the t-shirts and luxurious silk sourced from Eastern China to produce the button up shirts. For the launch, GRANA has enlisted the help of Hong Kong based Geneva Vanderzeil of famed fashion blog, A Pair and A Spare, to front the social media campaign and feature as the face of the online store. GRANA has collaborated with Italian illustrator extraordinaire, Marta Grossi, to produce some standalone artwork to compliment the brand. Grossi, known internationally for her Banana Graffiti pieces, has worked with the likes of Stewart Weitzman and Max Mara. GRANA has also developed a global Ambassador Program where they collaborate with prominent photographers, illustrators and bloggers who share the unique Grana spirit. Local photographer, Amanda Kho, shot many of our collaterals and also serves as one of their many HK based ambassadors. GRANA will be releasing a range of fabrics including Japanese Denim Jeans, Peruvian Pima T-shirts and Huzhou Chinese Silk Shirts.