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.
During the first years of its existence the company sold not only tailor made jeans by GAS, but also denim clothes by other established brands. However the success of GAS denim collections in Italy encouraged its establisher to give up distribution and expand the brand onto European markets. After Europe GAS begins to sell its production in the Far East, Arab countries and North America. Successful advertising contributes to the prosperity of the brand abroad. Today the company has its authorized departments in France, Spain, Germany, Great Britain and Hungary, as well as in Japan, India and Hong Kong.
By the way, speaking of advertising. GAS advertising campaigns generally are concentrated on scenes from real life and real people living next to us. The main idea is that even routine everyday situations can be bright and interesting. Besides, advertising campaigns of GAS brand are usually carried out on many different levels posters, advertising in modern magazines, video advertising on the website of the company all this depicting the same characters and their everyday life. For instance, in 2007 Grotto even issued a special magazine called MaGASine for this purpose.
Today jeans manufactured by GAS are sold in more than 56 countries all over the world and the number of GAS outlets has long ago come over 3000. Besides, the company sponsors many events, for example, it is an official partner of Repsol Honda team in MotoGP races.
Original clothes by GAS is manufactured in four main lines: GAS a stylish casual line of mens and womens wear, GAS Junior clothes line for children, taking account of all the latest fashion trends of the grown-ups wear. The childrens line includes outerwear, casual, shoes and accessories. GAS Denim a special line of customized jeans for young people, GAS Honda a line which is dedicated to Honda Company and concentrates on motooutfits. However, it is also popular among young people who prefer active leisure.