Spanning across multiple sports, Grade x Union is the latest lifestyle and streetwear brand to hit our social media feeds. Created by graphic designer, James Webber, the union is fuelled by a love for sport, beer and good times.
Starting with photography at the age of 16, James bought his first camera. Creative flows started and graphic design soon came onto the seen thanks to making profile pages for bands on MySpace. Fast forward a few years James has graduated from the Cambridge School of Art with a BA (Hons) in Graphic Design. Something he put into good use as he was one of two behind the Girls At Moelfre t-shirts and branding.
A degree in hand, James landed a job in Madison where he has worked his way up to becoming a Middleweight Designer for Ridgeback Bikes.
If the love for bikes isn’t already obvious, this is where the big Grade x Union idea stemmed from. Although James is a big lover of cycling, his roots delve into extreme sports too. He grew up in the early/mid noughties surrounding himself with extreme sports. “I’ve tried it all. BMX, Snowboarding, Trials Bikes, Running, Skateboarding and Mountain Biking only to name a few!”. He had a few idols along the way like Martyn Ashton and Tony Hawk too. Who remembers the Extreme Sports channel?
It was the unions these athletes had with each other in their sports that gave James the Grade x Union idea. “The Unions these athletes had amongst their chosen sport was admirable and I liked that everyone supported each other. There was no rivalry, no hatred, just camaraderie.”
Witnessing such things between athletes was where the Grade x Union mantra’s were formed. Mantra’s sounding a little like:
“Born from the Love of Terrain”
“Ride for the Same Love”
Grade x Union wants to bring “together athletes of all sports, all terrains, under one union”.
Not just wanting to be another lifestyle brand on the market, James’ main focus is to form a union. “The creation of the union was forged by a love of terrain, as mentioned earlier. Within our various sports we tackle all sorts of terrain and different grades of it. Hence the ‘Grade x Union’. Mountain bikers shoot down their mountains and road cyclists go up them. Climbers scale their rocks. Skateboarders trick their stair sets. BMXers carve their bowls and skiers and snowboarders flow with an abundance of style down anything. The idea behind the brand was to bring people together through them all having the same love for enjoying their sport. Them taking on all terrain and loving it all the same.”
While Grade x Union’s products will hopefully represent this, they’re also taking things that little bit further by working with the Fair Wear Foundation. “Fair Wear Foundation work hard to improve the conditions for those working in garment factories across Asia, Europe and Africa. They ensure that wages and benefits paid for a standard working week meet at least the legal or industry minimum standards. They make sure working hours are fair with safe and hygienic working environments. Most importantly, they make sure there is no child labour.”
You might be thinking when will we start to see Grade x Union products on the trails or slopes? “We’re still finalising a few things. We want to make sure we take our time and come out with a bang and not look half done! So with that in mind, expect to see Grade x Union in early 2019! It’s safe to say we’re excited!”