GAS denim brand belongs to family business Grotto Company and was established in 1970 in Italy by Claudio Grotto. Mr. Grotto inherited a garment factory from his mother and started to produce modern personalized clothes which stood out compared with classical Italian cuts of the 1970s. The target audiences of the brand are primarily young people. GAS customized denim collections reveal their modern values and reflect their individuality.
The main concept of the brand can be best of all described by its advertising slogan saying Keep it simple! Dont think about the impression you make on the others, just be yourself. Simplicity, functionality, positivity, dynamic, quality and comfort, as well as moderate prices are typical characteristics of GAS clothes. The logo of the brand represents two intersecting rainbows. Company legend says this act of nature was seen by Claudio Grotto after a storm in Cape Town and inspired him to such extent he took it as a basis for his creation.