In a culture often obsessed with youth and hype, Gramps brought something different: authenticity, timeless style, and heart. His effortless blend of vintage influence and modern streetwear has inspired people of all ages, reminding us that style has no age limit. But beyond the fits and collaborations, it’s his presence, his energy, his story, his bond with family, that continues to resonate around the world. Gramps isn’t just in the conversation. He is the conversation so we sat down with his Grandson Jannik to learn more
Could you please tell us a story of how Gramps came to life? What inspired you to build a brand around your granddad?
My grandpa and I started creating content on Christmas Day in 2016. At first, it was just a fun idea, having Gramps wear my clothing. But it quickly gained traction, and within a short time, we amassed a solid following, thanks to reposts from platforms like Hypebeast, Complex, and other streetwear fashion pages. People started calling him Gramps, and the name just stuck, it fit him perfectly, so we embraced it.
We then launched our clothing brand, we wanted it to have a strong vintage influence. Our first collection was inspired by the ‘60s, ‘70s, and ‘80s, featuring three key pieces: a bright green jacket reminiscent of the ‘60s, a flared pair of ‘70s-inspired pants, and an ‘80s-style button-up shirt. The goal was to bridge different generations through fashion, so naming it Gramps felt natural, not just because of his nickname, but as a way to honour the blending of styles across eras.
It’s been an incredibly fun journey, and I think it works. At first glance, it might seem like simple Gramps merchandise, and that’s totally fine. But in the long run, we want to go beyond just his image, staying true to the deeper connection between generations and the values he represents.
Gramps is a streetwear legend. Do you feel his style and personality influence the streetwear space, or do you feel like the streetwear space inspires you guys?
Yeah, definitely. It all started with him wearing my clothes, but before long, he fully embraced the style and even revamped his entire wardrobe. Watching that transformation was really fun. Now, he’s always rocking hype pieces in his own way, even if some of them aren’t as sought-after as they were in 2017 or 2018, when certain items were at their peak. These days, I’d say his style is a healthy mix of trend, hype, and his own personal touch.
What I love most is how he builds his outfits around a standout piece, like a pair of shoes, and styles everything in a way that feels fresh. It never comes off as just another “Oh, I was gifted this” situation. There’s real intention behind it, a structure to how he puts things together, but it still feels completely natural. That authenticity is what makes it special. And honestly I love the fact people see and appreciate what we’re doing. It’s easy to chase trends, but we always aim to put our own Gramps twist on things, making sure it stays true to his style and what he represents.
What has been the most rewarding moment so far in taking Gramps from the original idea to now a global sensation?
To be honest, the best part of all this is simply spending time with family. As cliché as it might sound, it truly is the greatest thing that could have happened to us, not just as a grandpa and grandson duo, but for the whole family. We get to share moments together, build something meaningful, and experience opportunities we never would have had in our regular lives, all while making a living doing something we love.
One of those surreal moments was our first Dior show, which happened to be the Travis Scott x Cactus Jack. It was incredible. What’s wild is that, at this point, getting invited to events like that has almost become part of our day-to-day life. But every now and then, when we take a step back and really process everything, the places we go, the people we meet, and the experiences we’ve had, it’s mind-blowing. There’s no way we can’t be grateful for it.
The whole journey has been amazing, but what’s even more special is seeing how many people genuinely love following Gramps, engaging with his content, and watching what we do. It’s incredible to see him evolve into a style icon, especially considering he didn’t come from the fashion world. He’s just a regular grandpa who, somehow, has effortlessly stepped into this space and made it his own.
What did Gramps do before he became an influencer?
So, Gramps was retired, but he used to work as a glassmaker, blowing glass and making things like beer glasses and vases. It’s hard to imagine, especially considering how physically demanding that job was. And while being a content creator or influencer is still a job, it’s such a 180-degree shift from what he used to do. That’s what makes it so exciting, especially when you think about the journey Gramps and grandma had, coming to Germany as guest workers back in the 1960s.
They came here for work, stayed, and now Gramps has gone from being a guest worker to becoming an influencer. It’s an incredible story. Back then, it was hard work. They both worked at the same company, and with two kids to support, they took on multiple shifts just to make ends meet. Seeing how all that effort has paid off, and how they get to enjoy life in such a special way now, is truly amazing.
And honestly, it’s something we never planned. For us, it started with just taking photos and videos and posting them. But seeing how people respond, that they really connect with Gramps because of their own memories of their grandparents, that’s something else. We get messages like, “My grandpa or grandma passed away five years ago, and when I see a video of Gramps, it brings back those warm, happy moments I had with them.” We never imagined people would feel that kind of connection. It truly warms our hearts knowing that we can share our relationship in a way that resonates with others, making it accessible to the world and allowing them to experience it with us.
What inspired you to start the Gramps clothing line?
The thought process was simple: we buy so many clothes, spend so much money, so why not create our own stuff? It felt like a natural next step, but of course, also a business venture. It’s been a rollercoaster, not just in terms of growth, but also in everything we’ve learned over the past two years. Meeting new people, grasping the business side of things, and even having the chance to sell at Sneakerness has been a huge experience. That direct connection with customers, fans, and people genuinely interested in the brand has been incredible. And like I said, we’ve learned so much across the board.
So, we went to Sneakerness Budapest last year, and we’ve known Tommy, who organises Sneakerness Budapest, for years now. I think he was only 15 when he first reached out to me, so our families go way back. At Sneakerness Budapest, we did some panel talks with Tommy and Samsung because we already work with Samsung in Germany. It was a great fit, brand-wise. And I’ve always loved the concept, Gramps is an older guy wearing younger people’s clothes, so why not have him using younger people’s technology too? That contrast makes it exciting.
Even in tech, Gramps is interested, not deeply, but for a grandpa, he’s definitely engaged. So this year, we wanted to do something special. Tommy came up with the idea of a small, unique collaboration, and that’s how it all started. We’re really happy with how it turned out. At the end of the day, it’s a tech company trusting us to create clothing, which is crazy, but I think it worked.
You had a footwear collaboration recently with KangaROOS. How did that come about, and what was it like designing your own shoe?
That was such a crazy experience. In Germany, I’m not sure about the UK, but in my generation, when we were kids, everyone had KangaROOS. They were the super shoes with that Velcro pouch. So when I got to know someone who worked for KangaROOS, they said, “Why not do a collaboration?” For us, it was a no-brainer, this whole idea of bridging generations again. Gramps’ style is rooted in the past, but at the same time, we’re bringing it into the future. That was the concept behind it.
What really surprised me, though, was just how long the design and sampling process took. I think it was nearly two years from the initial idea to the final product release. And that’s crazy! I mean, I love the shoe, the packaging, and the little details. It even came with a bandana, so instead of being wrapped in paper, the shoe was wrapped in a bandana that you could actually wear. No waste, nothing to throw away.
What’s the most special sneaker in Gramps’ collection?
The most special pair? If we’re talking about what Gramps has enjoyed wearing the most over the years, it has to be the Off-White The Ten Prestos. That collection is iconic, no debate there.
From a social media perspective, it was hands down the Big Red Boots. That moment was huge, not just for MSCHF, but for everyone who wore them. We gained over 2.5 million followers in just two weeks from posting only two videos on Instagram and TikTok. Yeah, and that was just from the Big Red Boots. It was insane, completely mind-blowing. One of our How to Style the Big Red Boots videos, or Gramps Styling, racked up 105 million views on TikTok. But then, after two weeks, it disappeared. No warning, no explanation. It had already hit 100 million views, and then, gone. We reached out to TikTok, but no one could tell us why. Even their own employees were like, “We have no idea.” The video is still visible on our profile, but it’s locked away from the public. Yeah, the whole thing was wild. That’s why the Big Red Boots will always hold a special place for us.
What advice would you give to someone trying to break into the sneaker space and build their own unique style?
The first thing is, you have to genuinely be interested in sneakers and the culture around them. We all started the same way: seeing cool sneakers, buying them, rocking them, maybe stocking them, and eventually, selling them. But luckily, the hardcore resale bubble has finally burst, and now it feels like people are actually into sneakers again for the love of them, not just for the money. That’s a big shift.
When it comes to content creation around sneakers or streetwear, the most important thing is to enjoy what you’re doing. If you’re only doing it to gain followers or make money, you’re setting yourself up for frustration. You have to do it because you love it—otherwise, you’ll burn out and quit. That’s so important: you have to do it for yourself. Even if you’re only reaching five or ten people, you need to treat it like you’re reaching millions. Because if you genuinely enjoy it, stay consistent, and keep pushing, it will pay off eventually. But if you expect overnight success, you’ll just end up disappointed.
What’s one thing about Gramps that nobody knows?
He goes to the gym three times a week. And with grandma! That’s how they stay fit and healthy.
What’s the dynamic working so closely with your family, especially since everything is built around Gramps and Grandma? How do you find that working environment?
Honestly, it’s amazing. Luckily for us, while we treat it as work, it’s also just about having fun as a family. When we started, it was really important for me not to put too much pressure on Gramps and Grandma. Obviously, it’s my full-time job, so the pressure is on me, which is good, as long as it’s not on them or the rest of the family. My job is to make sure they’re having a great time and that they enjoy what we’re doing. It should never feel like they’re doing it for money.
I think that’s why so many family businesses can be tough, when money becomes the focus, things get complicated. But we’re lucky to have a healthy family dynamic, where we can talk about everything openly. So at the end of the day, we just get to enjoy spending time together, and that’s why it works so well. Yeah, and I mean, that’s something we could do, we could have Gramps and Grandma roll in with security guards and photographers, making a big entrance, showing off how much of a VIP he is. But that’s not how we work, and it’s not who we are.
We actually enjoy being at the booth all day, meeting people, talking, just being part of it. That’s why Gramps doesn’t feel like some out-of-touch, unapproachable VIP guy, because, at the end of the day, we’re just regular people enjoying our time.Without social media, we’d just be a regular, happy family. Yeah, but we don’t see ourselves, or Gramps, as some kind of superstar. He’s just Gramps. My grandpa. Yeah, he is, but it just wouldn’t fit if he came in with 20 photographers and security guards. That’s not us.
Yeah. So what’s next for you guys? Can we expect any more collabs? Any new products coming for Gramps? Is there a global expansion? What’s the plan?
We are currently working on a few things that I can’t share just yet, gotta keep some surprises! But yeah, a lot of things tend to come together on very short notice, so… we’ll see how it all unfolds.
