BU Style x GRAMMAR

GRAMMAR: Simplicity & Inclusivity

GRAMMAR, inspired by The Elements of Style, focuses on creating a modern minimalist wardrobe. The brand emphasizes the importance of the crisp white shirt as a staple, with each garment serving a distinct purpose and personality. Dedicated to empowering women, GRAMMAR designs clothing that celebrates the female form while providing everyday functionality. The brand prioritizes product quality and aesthetics, committing to conscious design and sustainability.

Their garments are made from 100% GOTS-certified organic cotton sourced ethically in India, avoiding harmful chemicals. By supporting local artisans and minority-owned businesses in New York City, GRAMMAR produces in small batches to ensure quality and minimize environmental impact. The brand’s key attributes include timeless design and impeccable durability, crafted to last for generations. It even holds the coveted great rating on Good on You.

We also just love them personally. Founder Althea Simons is a beautiful soul who has created a truly quality product. She always emphasizes the importance of creating an inclusive and relatable image in her fashion brand, and she believes that customers should see themselves reflected in her clothing and model selections. Consequently, sample garments are made in a size six, contrasting with the industry's typical size-zero standard. This choice influences her model casting, opting for models representing diverse body types and conveying an approachable, interesting persona.

GRAMMAR is an incredible brand that walks the walk. To hear Althea tell it:

There is always room to be better. I try to be very conscious about the decisions that I make when it comes to hiring people for all different kinds of things, models being one of those things. But, I think it’s just as important to be aware of diversity behind the scenes as well, with photographers and with all the other people that I work with, including interns.

Althea Simons spoke to Natalie Tincher on the Wear Who You Are Podcast, which was all about how style and writing converge in terms of simplicity and grace. Among many things, Natalie and Althea talk about how GRAMMAR solves the “perfect white shirt” dilemma for all shapes and style personalities, why collaboration is more important than competition, and why producing ethically and locally is the better choice.

THE WHITE SHIRT COLLECTION

If you’re new to GRAMMAR, we recommend starting with their white shirt collection. In our opinion, there’s a white shirt for every Style Personality.

In fact, we did a style edit to help guide you. You’ll find it in our catalog and on the GRAMMAR website. And if you want to know your Style Personality, we recommend joining our BU Style Circle paid online community to have full access to take our Style Six assessment, among other great community benefits, like getting exclusive discounts to brands like GRAMMAR.

STYLE STATS

Price range: $$-$$$

Style personalities: Polished, Classic

Target market: Women

Known for: Sustainable, small women-owned business, inclusive models and representation

Location: New York, NY

Website: https://grammarnyc.com/

Good on You Profile: https://directory.goodonyou.eco/brand/grammar

Wear Who You Are Episode: https://www.bu.style/articles/wear-who-you-are-27