Jonathan Grado

Back in 2014, Hypebeast reached out with an idea that immediately stood out to us: they wanted to explore why Grado doesn’t advertise. Not our headphones, not our history, but the choice we’ve made to not spend on traditional advertising since 1964. That’s not something most people zero in on.

They came by Grado Labs in Brooklyn with a crew and we filmed a video. We talked about legacy, word of mouth, and how doing things the old-fashioned way sometimes means just letting the work speak for itself. It was a great experience, but after the shoot wrapped, months went by. No updates on the video or story. Eventually we figured it had been shelved. It happens. No worries.

Then out of nowhere, over a year later, I get a text:
“Saw you on Hypebeast today! Great video.”

Sure enough, the piece had gone live.

Big thanks to Hypebeast for spotlighting that side of Grado Labs.

It meant a lot to us.