Gracious MFG: Elevated Inclusivity in Streetwear
Origins
When Harry Epstein decided to start a clothing brand out of his parent’s basement, he had no grand vision of revolutionizing streetwear. What began as a simple creative outlet blossomed beyond his imagination, and soon became Gracious MFG., a brand rooted in community, nostalgia, and artistic expression. Epstein, who graduated from the University of Michigan in 2019, had always been a creative. As a fashion enthusiast, Epstein fantasized about creating his own brand. However, in an industry where exclusivity often reigns supreme, he wanted his brand's ethos to project different values. Gracious MFG. stands as a beacon of inclusivity, elevating the ordinary into high-quality, wearable art. The brand’s ethos revolves around the significance of graciousness–not just as a name, but as a guiding mission to foster warmth, accessibility, and connection within the fashion world. From unexpected collaborations to reimagining everyday signage, Epstein has crafted a brand that feels both deeply personal and universally appealing.
The Founding Vision: Community and Creativity
Epstein didn’t originally start the brand with a fully fleshed-out mission statement–it emerged organically from Epstein's love for bringing people together. Before it was a brand, it was simply a means for him and his friends to express themselves through clothing.
“I didn’t think of graciousness and then think I should start a brand revolving around graciousness… I’ve always been someone who wanted to bring people together.”
The name itself came from a serendipitous moment; Epstein recalls hearing the word “gracious” during a basketball broadcast and was struck by it. To him, the word wasn’t just about politeness but had a richness and depth that aligned with the way he saw fashion: a way to take overlooked, sometimes trivial ideas and turn them into something meaningful.
“I try and take concepts that a lot of people might usually see as funny or trivial or maybe even serious, and I apply a luxury outlook to them.”
The paradox of combining traditionally unpolished with elevated is a core element of Gracious MFG.’s identity–referring to the idea of taking mundane elements and transforming them into something refined, luxurious, and desirable. Many streetwear brands embrace grunge aesthetics, raw design, or high-end luxury, but rarely do they strike a balance between both. Epstein blends everyday sights–whether it be public signage, phrases overheard on the street, or nostalgic iconography– with intentionality and craftsmanship, ensuring that the final product transcends beyond just another ironic T-shirt, but a well-executed piece of art that holds cultural weight. This approach also mirrors the way Off-White redefined industrial aesthetics (with zip ties and labels). Rather than focusing on an industrial feel, Gracious MFG. elevates the familiar and overlooked, inspiring people to rethink the everyday elements around them.
From the beginning, Epstein saw Gracious MFG. as a platform meant to craft a sense of belonging for all. His early love for tangible creations laid the foundation for the brand’s aesthetic. As a creative, he would experiment with different styles and techniques, finding joy in the process of making something wearable. This passion for hands-on creation has carried over into Gracious MFG.’s commitment to high-quality garments, ensuring every piece has an intentional design and craftsmanship behind it.
The Role of Collaboration in Defining Brand Identity
In the ever-evolving landscape of fashion, collaborations serve as both a creative challenge, an opportunity for expansion, and a source of inspiration. For Epstein, collaborations are a chance to refine his artistry while learning to merge different aesthetics.
“ I think collaborations have made me a much better artist and creative…I’m viewing things from a much higher level.”
Not every partnership makes sense. For a collaboration to be successful, the designs must seamlessly blend the ethos and aesthetic of both brands to ensure cohesion. With this said, Epstein typically gravitates toward collaborators with authentic, grassroots beginnings; brands or individuals whose journey mirrors his own.
“It has to make sense,” he explains. “I’ve had people ask to collaborate, and I’m like, I don’t think there’s any synergy between our brands.”
Take Milano Market, for example, a cult favorite Italian deli in New York. The partnership felt natural, given both businesses' deep connection to the city. Similarly, Epstein’s collaboration with Third Eye Blind for their tour merchandise required him to adapt his usual style to appeal to a broader audience, showing his ability to maintain Gracious MFG.’s DNA while meeting his collaborators halfway. The band’s audience, which preferred more muted or universally appealing designs, contrasted that of Gracious MFG.’s lean into bold imagery.
“Making sure that I’m meeting their audience halfway has been challenging and also rewarding.”
The challenge was figuring out how to incorporate the essence of Gracious MFG. while prioritizing the final design to resonate with the band’s fans. Despite the difficulty, Epstein highlights how collaborations like this have helped both him grow his brand’s influence and personally as an artist. Epstein also shares that when collaborating, he wants to ensure the final product feels intentional rather than forced. If a collaboration feels like two disconnected brands simply slapping their logos on a T-shirt, it won’t resonate with audiences. Epstein approaches this by seeking deeper meaning and synergy between brands, embracing obstacles rather than shying away. By accepting challenges and stepping outside of his comfort zone, Gracious MFG. was able to thrive.
Creative Vision: Turning Concepts into Wearable Art
Epstein’s design process always starts with putting pencil to paper. The process blends digital tools with traditional illustration techniques, adding a personal, almost nostalgic touch to his work.
“Taking something often seen as a lost art and applying it to digital design with an elegant, illustrative component.”
No matter what it is–overheard phrases, street signs, nostalgic memories, even forgotten cultural artifacts–he draws everything, allowing the pencil to flow, seeing what creation will come.
“I’m constantly taking in inspiration, constantly writing and drawing ideas down. I’m always wondering, maybe there’s a common ground here I could find [which helps] establish a welcoming community.”
One of Gracious MFG.’s most recognizable designs, We Do Not Sell Cigarettes, was inspired by a simple sign in a NYC store window. The sign, which to most would be unimportant, stood out to Epstein and inspired how creative thoughts around the imagery, attitude, and overall feel of the sign could be portrayed through art.
Unlike traditional luxury brands, Gracious MFG. applies high-end craftsmanship to the stereotypically mundane.
“I’m applying a luxury outlook to concepts that wouldn’t usually be taken seriously.”
Each collection reflects a deeper narrative, with a consistent theme woven throughout the different garments. This storytelling approach makes the brand stand out because it creates emotional resonance. Whether it’s through graphics, slogans, or color choice–Epstein ensures that his collections have a central theme that ties all the pieces together. This strategy makes the collection feel intentional rather than just a mix of independent designs.
For example, the Gracious Summer Collection: A Celebration of New York Summers, was designed to capture the experience of exploring New York City in the summer–between the heat, the adventure, and the sense of movement–the collection’s designs emulate the atmosphere of an NYC summer.
Though many artists struggle with creative blocks, Epstein doesn’t typically find himself in this position. For Epstein, creativity is not about waiting for inspiration–it’s about constantly exposing himself to new ideas.
“If I’m creatively blocked, I go outside… There’s so much to look at.”
Whether it’s flipping through vintage magazines, exploring city streets, or simply observing people, he remains open to unexpected sources of inspiration.
The Process: From Concept to Product
Taking a design from concept to reality is a meticulous process. From sketching ideas, digitizing them, and refining them into tech packs–blueprints that ensure the final product matches the vision–Epstein confronts challenges daily even after years of entrepreneurial and design experience.
“There’s a huge margin for error in apparel… you have to learn how to eliminate that.”
Everything from the fabric choice to printing techniques must be considered. For instance, while embroidery may look great in a digital mockup, it could be uncomfortable on certain materials, making the product defective. Technical details like letter spacing and fabric compatibility also matter, but it takes skill and practice to successfully translate these elements from computer to print.
Attention to these details is what separates a good product from a great one. With this in mind, Epstein shares the importance of staying up to date with emerging technologies.
“Being curious is important… I need to know what’s going on in the industry.”
This is just the beginning for Gracious MFG., with Epstein’s insatiable curiosity presenting tremendous opportunities for the future.
The Future of Gracious MFG.
From humble beginnings to an internationally recognized brand, Gracious MFG. continues to evolve. Epstein’s commitment to artistic integrity, meaningful collaborations, and constant innovation ensures that the brand’s influence will only grow.
“The brand’s being worn all over because people are buying into this idea of graciousness, but also the art behind it. That’s special to me.”
With an industry that frequently prioritizes hype over substance, Gracious MFG. proves that authenticity is the ultimate currency. Through its thoughtful approach to design and storytelling, it has cemented itself as more than just a brand–it’s a movement.
