Gramicci, a Californian climbing brand founded in 1982 by climber Mike Graham, is partnering with Wisdom and Effort (W&E) for sales, marketing and e-commerce of its products in the U.K. and the European Union. Fred Royle, the co-founder of W&E Distribution, said: “Our aim is to focus on what we see as modern outdoor, the space between traditional outdoor and lifestyle or streetwear. When the opportunity to partner with Gramicci arose, it was the perfect fit.” According to W&E, the distribution company has been an advocate of Gramicci for some time and observed growing demand across Europe. “We set up Wisdom and Effort to help brands like Gramicci who have an authentic history and multi-channel appeal,” said Rob Brigham, managing director of the Ellis-Brigham outdoor retail group and CEO of W&E. The gusset in the crotch, which the founder of Gramicci added to a sturdy cotton trouser in 1982, is still indispensable today for climbing pants that must offer freedom of movement. “Our history is embedded in the evolution of climbing, from Yosemite to the Shawangunk’s, and we have been lucky to be part of how outdoor and streetwear culture have intersected over the last four decades,” Gramicci writes on its website.