Graund Design Co.
Based in Buenos Aires, Argentina, South America, yet shaped by an international culture, streetwear is our canvas—an excuse to design, create, and represent a lifestyle, a culture without borders.
Mantra: "Be strong to move the world"
The famous phrase attributed to Archimedes—"Give me a lever long enough and a fulcrum on which to place it, and I shall move the world"—has been the cornerstone of Western thought on efficiency and the power of strategy.
At Graund Dsgn, we take this principle beyond mechanical physics into the realm of personal and creative growth. To move the outside world, you must first build an unbreakable strength within. Resilience, consistency, and a clear purpose act as the essential components of that lever.
Every garment and every design we create seeks to remind you that you possess the necessary tools to generate a monumental impact on your environment. We create graphics for those who forge their own path. Each collection represents a different way of facing the world, but they all stem from the same idea: strength is not just physical; it is the ability to move, create, question, and leave a mark.
Above all, we want to have fun doing it, striving to always deliver a fresh product that we want to wear ourselves, hoping that those who acquire our garments feel the exact same way.
Brand Philosophy
Graund Design Co. is not a clothing store (even if our social media says otherwise, lol); it is a creative design studio that bridges apparel and urban culture. The brand stems from the premise that true strength does not stem from external imposition, but rather from internal construction ("inner strength").
GRAUND Manifest: Cultivating Inner Strength
To change the world, power must be built from within. True strength is not just about brute force; it is a combination of resilience, clarity, and unwavering purpose.
- Resilience: The capacity to adapt and be flexible in the face of a changing environment.
- Focus: Directing your energy toward a single point of significant impact rather than scattering your efforts. Consistency goes a long way, transforming small steps into great paths.
- Consistency: Applying steady, daily pressure that, over time, translates into a transcendental shift.
How to Apply Your Strength?
When you are ready to make an impact, remember these fundamental principles:
- Find your fulcrum: Identify your core values, your unique strengths, or the exact turning point in your situation where minimum effort produces maximum results.
- Develop your lever: Equip yourself with the knowledge, skills, and people who form your proper support network to enhance your natural capabilities.
- Take action: Stand firm and trust the momentum you generate.
Positioning: Designer identity geared toward independent spirits and creators.
Graphic Universes (Collections) - Print Run 1
Street Rider
Inspired by urban mobility, bike culture, and the dynamism of the metropolis. Street Rider represents those who turn the streets into their territory, find freedom on two wheels, and make movement a way of life. Every journey is a decision to move forward. Ride the streets. Own your path.
Ride Now
Focused on immediate action, exploration, and movement without delay. Don't wait for the perfect moment. Ride Now represents immediate action, the decision to go out, explore, and live in the present. Every design is a reminder that the best stories begin when you stop waiting and simply move forward. There is no such thing as the perfect moment. Ride Now is a call to action. To stop waiting, go out, explore, and discover. Because opportunities appear when you start moving. The best moment is now.
Skull & Bulls (White & Negative)
A dual series with high visual contrast. The White version prioritizes clean lines and minimalist strength; the Negative version explores the sharpness of negative space and a more underground aesthetic. Two versions. The same attitude. Strength has two sides:
- White: represents clarity, determination, and control. The White version displays strength in its purest form. Defined lines, character, and a clean aesthetic that conveys confidence without exaggeration. A design created for those who make the balance between simplicity and attitude a way of life.
- Negative: showcases the darker, rebellious, and unpredictable side. The Negative version reveals the other side of the same story. More intense, darker, and provocative. It plays with negative spaces to create a different visual identity, ideal for those who find beauty in contrast and do not follow conventional paths.
It is not about choosing a design. It is about choosing how you want to face the world. Choose your side.
Power Gym
Aimed at discipline, strength training, and physical rigor without artifice. Strength is not shown, it is built. Power Gym is inspired by those who train with discipline, consistency, and determination. No poses or empty promises: just work, effort, and the satisfaction of overcoming your own limits every single day. Strength cannot be bought. It is built.
Power Gym was born for those who understand that every workout is a conversation with oneself. No excuses. No shortcuts. Just discipline, consistency, and evolution. Your true rival is always yourself. Built by effort.
Graphic Universes (Collections) - Print Run 2
NON Originalis
A designer line focused on an ironic critique of fashion cloning and hyper-production. We live surrounded by "original" copies resulting from the scarcity of things being so on-demand. NON Originalis was born as a critique, with a touch of acid humor. It is a collection for those who value original ideas, independence, and creativity as a form of expression. Don't be "original"—be yourself, and don't forget the humor.
No More Stickers
A tribute to sticker bombing culture, street art, and the visual intervention of the urban environment. No More Stickers celebrates the small graphics that transform ordinary spaces into places with personality. A collection for those who believe every surface can become a canvas and every design a statement. The streets speak. No More Stickers is inspired by the visual language of urban art, where a simple graphic can transform a wall, a bicycle, or a laptop into a statement of identity. Every design is a mark. Every mark tells a story. Leave your mark.
Signature Series
An institutional capsule that distills the essence of the brand through the deconstruction and minimalism of its logo and logotype. This is where we allow ourselves to explore within the strict limits of our own visual identity, asking ourselves: How do we do it now? We raise the bar with every challenge.
Graphic Universes (Collections) - Print Run 3
Alien dude
Our strangest collection, born from the pop culture of aliens, the big-headed, big-eyed grey (or green) little man. We drew inspiration from Playstation 1 games like Tony Hawk's Pro Skater from our era, ALF, Star Trek, Star Wars, The Simpsons, and that eternal revival of space mysteries. Alien dude doesn't have tickets to Pearl Jam, but he can skate down the street or live everyday life. Oh, and his name is "ahranx," but they call him "alien dude."
Alien dude goes to work
The existential weariness of the modern employee through the eyes of an extraterrestrial. Cynical humor about the daily grind.
Black sheep
Individuality and breaking the mold. A conceptual design for those who stand out precisely because they don't fit in. Part of our signature series, but branching out a bit in search of something more "fashion-forward."
Lines down
The uninterrupted flow of chaos and modern speed. Pure energy in motion. Dynamism and a bit of "style."
¿Qué?/What?
Existential doubt turned into minimalism. Subtle, direct, and perfect for questioning everyday absurdity. Or just a game that invites us to wear it no matter where you are and ask "What?" It can be useful, open doors, or get you beaten up in a bar, lol.
Funk That Shit
We don't know what to put here; we like using curse words but modifying them so they play with other senses when mixed—it's out of this world. And why not add a little bit of good music.