At the age of 20, Grunitzky moved to London after a year at Sciences Po, to pursue studies in economics at London University. It was there that he embarked on his career in journalism, meeting Jefferson Hack and writing for Dazed & Confused, The Big Issue and The Guardian. In 1995, at the age of 24, he launched TRUE magazine, which met with immediate critical success and was renamed TRACE a year later. In 1998, he uprooted to New York and oversaw the magazine as it carved a niche for itself in the world of independent publishing, with its own distinctive brand of transcultural reportage. As the magazine grew in influence, he co-founded TRUE Agency, a specialized advertising agency based in New York and Los Angeles. In February 2003, Grunitzky and business partners Richard Wayner and Olivier Laouchez completed a multimillion-dollar financing deal led by Goldman Sachs Group. As a result, the TRACE brand is now being leveraged globally across various television, mobile, event and interactive platforms.
