Est. 2005

 

The brand was founded in 2005 by childhood best friends - Justin Timberlake and Trace Ayala. The name derives from both Justin and Trace’s grandfathers, making the brand more personal and rooted in their family heritage.

The style icons Johan and Marcella Lindeberg strategically designed the brand to create seasonal collections with a focus on runway shows. 

The premium denim space was designed reflecting Justin and Trace’s lifestyle - think Tennessee meets Hollywood, Rat-Pack meets James Dean.