What is GRAMS28? A Hong Kong-Based Brand Merging Functional Aesthetics with Modern Luxury
Founded in 2019, GRAMS28 is a leather accessories brand based in Hong Kong, known for crafting minimalist yet highly functional products. The brand’s lineup includes bags, folios (tablet sleeves), smartphone cases, wallets, and card holders — all made from certified sustainable Italian leather.
At the heart of GRAMS28 is a commitment to balancing functionality and refined design. Stripped of excess ornamentation, each product features a minimalist aesthetic paired with a practical, tool-like structure that meets the demands of everyday use.
Reference:Official Online Store
The Origins of GRAMS28, in the Words of Its Founder
The brand was founded by Benjamin Chan, a Hong Kong native with a background in architecture and product design. Driven by a personal need — "there were no bags on the market that I truly wanted to use" — Chan sought to create products that focused not on flashy logos or surface-level luxury, but on quality, durability, and usability.
The brand’s name, GRAMS28, was inspired by the film 21 Grams, symbolizing products people would want to use for at least a week straight. Co-founder Blue Lam, an industrial designer, plays a key role in shaping the product philosophy and design language.
Photo: Benjamin Chan, Founder – Source: https://bootsshoesandfashion.com/an-interview-with-grams28/
A D2C Model Built for Global Growth
Operating under a Direct-to-Consumer (D2C) model, GRAMS28 sells primarily through its own online store. With a premium pricing strategy, purchases are rarely impulsive — the buying process tends to be more deliberate and considered.
To ease friction, the brand implemented a Buy Now, Pay Later option, which now accounts for 20% of all transactions. They also support multi-currency payments and have optimized currency exchange costs, reducing international purchasing barriers.
GRAMS28 has expanded its customer base beyond Asia, with growing traction in Europe and North America, steadily building a foundation as a truly global luxury brand.
Price as of May 2025:“181 Voyager Duffle” — see official store for details.
The Rise of ‘New Luxury’ on Instagram
GRAMS28 has leaned heavily into Instagram-driven branding, using the platform to communicate product quality, textures, and real-life use cases through curated, high-resolution visuals. As of 2025, the brand has amassed over 130,000 followers, growing an engaged community through consistent and thoughtful content.
Their commitment to tactile design and digital storytelling has paid off: a pop-up store in Soho, London attracted attention from local media, bringing physical interaction to a digitally native audience.
Post from official Instagram – see: @grams28
Market Reception and Future Prospects
Customers consistently praise GRAMS28 products for their ease of use and meticulous construction. Many reviews note the satisfying feel of the materials and the attention to interior design details — evidence of thoughtful craftsmanship.
With an expanding presence in Hong Kong, Malaysia, Dubai, the UK, the US, and Japan, GRAMS28 is poised for continued growth. For design-conscious adults seeking the intersection of form, function, and quiet luxury, GRAMS28 is a brand worth watching.
Reference: Official Instagram