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The Foundation

March 1, 2021

The growth and progression we envisioned for GRRR was initially delayed due to the pandemic but the time spent on lockdown and away from our normal day to day routines may have been a blessing in disguise. It forced us to analyze ourselves on all levels and ensure that every step we take from here on aligns with our goals, dreams and overall vision for the brand. Merging fashion and functionality has always been a leading aspiration of ours so we’re relaunching with a foundational collection comprised of soft, lightweight performance pieces that look good on the street and live up to the demands of “athletes” at the highest levels. 

GRRR is founded by friends that have become family over decades... our relationships were built doing pushups on the blacktop as punishment for not properly using our left hands at 6am Saturday morning basketball practices, running 75 laps (5 miles) as a “warmup” and constantly playing streetball tournaments against older competition. The L’s we took early on instilled a certain level of grit, persistence and fight into all of us that has now been applied to all walks of life. That’s why the Attack Life Hoop Short is my favorite item of this collection. Our cut and sew spin on the classic game short was designed as a reminder to stay fresh, but ready. We all wore basketball shorts under our pants at all times just in case someone challenged you to play 1’s or an opportunity to hop in a game of 21 or King of the Hill came up. We’d also throw our favorite pair on with some fresh kicks and hit the mall on the weekends...

A not so subtle homage to 90’s basketball, hip-hop, and fashion culture... GRRR resets with timeless pieces in bold colorways that will allow our customers to feel stylish and comfortable while living out the “Attack Life” mantra. 2021 will see us incorporate youth and women while also introducing capsule collections that show more creativity and high fashion inspired pieces. The mindset is at the core of everything GRRR, so our aim is to expand and show that we represent any and everyone trying to progress, regardless of age, body type or fitness level.