Grocery™

Grocery™

Grocery is proud to present its first ready-to-wear collection, “cAsual busineSS”. Rooted in the store’s curatorial pillars—Work, Formal, and Functional—it channels Grocery’s unmistakable wit: cheeky, never too serious, and casually irreverent.

The title emerged on the way to a Milan restaurant with a dress code of “business casual.” The irony of the phrase, contrasted with what the team was actually wearing—far more casual than business—captured the essence of the collection: rigor in craftsmanship balanced with a lightness of spirit.

THE COLLECTION

Beneath its humor lies a serious commitment to research and quality. Archival mechanics’ uniforms are reimagined into refined, sporty silhouettes using artisanal Japanese fabrics; knitted polos nod to Denmark’s naval heritage; and color and cut are applied to reframe the familiar with fresh perspective. The result is a series of garments that resist predictable Scandinavian tropes while remaining versatile, expressive, and indispensable to the modern wardrobe.

True to Grocery’s forward-looking ethos, each piece is accompanied by a Digital Product Passport—an innovative tool that offers transparency on origin, materials, and lifecycle, underscoring the new brand’s commitment to accountability within the broader fashion market. At its core, “cAsual busineSS” is about elevating the overlooked rituals of daily life through clothes that are bold without being brash, deeply referential yet unmistakably original. It demonstrates that fashion can be both thoughtful and exciting—serious in its construction, but never in its attitude.