GrammarParasol Projects @ 2 Rivington Street
GRAMMAR LAUNCHES NEW STYLES EXCLUSIVELY AVAILABLE AT THEIR FIRST POP UP AT 2 RIVINGTON STREET MAY 16-21.
The Pop Up, like the brand name, takes inspiration from the grammar bible The Elements of Style by Strunk & White. Designer and founder Althea Simons draws a parallel between Strunk & White’s “Elementary Rules of Usage” and the GRAMMAR perspective on style. The first grammar rule of usage is: “form the possessive singular of nouns by adding ’s.” Simons believes that style comes from the individual; in order to wear GRAMMAR shirts one must first make them one’s own. The Pop Up aims to create an immersive environment based on the brand’s core values of simplicity, beauty, design, and sustainability. It will feature custom design elements created in collaboration with the designer’s brother, ceramic artist William Simons, and experience designers Abigail Smith Hanby and Max Lozach.
GRAMMAR is a luxury essentials brand for modern women. We design iconic, versatile staples that meet the highest standards of fit and quality. Every garment is refined until nothing can be added or taken away. The resulting pieces are timeless and always appropriate so the wearer can pursue her life with ease and purpose.
GRAMMAR launched in December 2017 with a collection of perfect white shirts, the most iconic wardrobe building block. The shirts are made in NYC’s garment district from 100% organic cotton ethically produced in India. Each style considers women’s varied body shapes and features unique design details that make each one feel special.
2 Rivington St.
May 16 – 20 / 11am – 9pm
May 21 / 11am – 6pm
Media Preview: May 16/ 9am – 11am, breakfast served.