People: Steven Grasse

Steven Grasse Does His Own Thing, or at least that’s what Piers thinks. At the recent PSFK New York Conference, (self described) “maverick creator-entrepreneur” Steven Grasse closed out the day’s discussions with a spirited talk about his journey from “disgruntled ad man to revolutionary businessman”. He spoke candidly about his inspirations, trials and tribulations, and his passion for living a life driven by art, authenticity, and conscience.

I have been an admirer of Mr Grasse’s work for some time, since seeing him and his team (from Giro as it used to be called) present credentials to my then-client Virgin Mobile. I had been particularly impressed with their Camel Lounges and work with Sailor Jerry. I later learned he invented one of my favorite drinks (Hendricks Gin). Such is the esteem in which I hold Mr Grasse I can (almost) forgive his rather strange views on English people…

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