Grey~ began in Las Vegas the way most real ideas do. Over late nights, strong drinks, cigars, and the shared feeling that something was missing. Michelangelo 'Ace' LaMonaca and Matthew Freerks, both shaped by hospitality, style, liquor, entertainment, and cigar culture, didn’t want another loud room with leather chairs. They wanted a place with intention, a better cigar lounge that respected time, taste, and the men inside it.

 

What started as conversation turned into years of planning and refinement. The idea grew beyond a lounge into a private world built around the idea of grey. Not black or white, not loud or dull, but deliberate. A members-only space for like-minded gentlemen, both those on their way up and those who had already arrived. A place to dress well, think clearly, drink properly, and belong without having to explain yourself.

 

The turning point came when both Ace and Matt recognized something deeper. Men were under more pressure than ever, isolated, overworked, and quietly struggling. Grey became a response to that reality. Not therapy disguised as luxury, but luxury with purpose. From that vision came Grey~, a men’s lifestyle membership, bespoke tailoring house, and publication, where every experience supports mental health initiatives. To make it real, they created Live Grey Incorporated, a 501(c)(3) nonprofit dedicated to helping underachieving and aspiring men find their footing again through clothing, education, structure, and meaningful networks. Grey~ is not about excess. It is about rebuilding men, quietly, intentionally, and together.

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We add a little excess in there from time to time, as required~