Eleven years ago, a car boot opened somewhere in Collingwood.
Someone leaned over, had a look and liked what they saw –the denim.

That person wore the denim up and down Smith Street on the 86.

They stopped to have a pot and a roast at The Gem.

They sat outside The Tote, talking instead of texting.

They reeded their way through the outlet Sunday shoppers, and greeted their barista by name. Long black, strong. Two sugars.

And other people liked what they were seeing – the denim.

From that point on, it became clear that a car boot was no place for The Denim to be seen. And so, deep within the dye mills, garment factories and weaving looms of Collingwood’s past, Grab melded into its beloved community’s DNA, and opened its first office.

In 1876, Collingwood became a city.

In 1999, Grab became a name.

Rusted rivets, grinders, frames and rasps. Spilled coffee, with patterns ripped and begun, The Denim grew.

In 2011, Grab will become a culture.

Grab remembers the cold Melbourne mornings and the humble trudge down Cromwell Street, and through a cool and fluid website and online store –and a strong-with-two-sugars social media presence - it will recap with its customers.

It is uniquely Australian in its presence and vision, and uniquely Collingwood in its design and story. Eleven years ago, a car boot opened.

In 2011, Grab will become a culture.