Happy Birthday GANT—Celebrating 75 Years of American Sportswear
As GANT marks its 75th anniversary, the iconic American sportswear brand has pulled out all the stops, launching a campaign that not only celebrates its rich heritage but also pays tribute to the timeless allure of its classic collegiate fashion. On September 12th, GANT will unveil a limited-edition anniversary collection alongside a captivating campaign film, reminding us just why the brand has remained a cornerstone of American style for over seven decades.
The campaign, directed by the acclaimed filmmaker Matthew Frost, is a visual homage to GANT’s journey through the years. Set against the backdrop of a vintage store in New York City, the film captures a group of eclectic talents—including Hollywood veteran Matt Dillon, musical ensemble Infinity Song, fashion influencers Throwing Fits, and the stylish duo Tony Özkan and Eleonore Jeanne—browsing through racks of classic GANT pieces. The setting is more than just a nostalgic nod; it’s a living testament to the brand’s enduring appeal, as these figures explore the evolution of GANT’s iconic designs, from heavy ruggers to classic Oxford shirts.
Since its founding in 1949, GANT has been synonymous with American sportswear—a style that marries casual elegance with functionality. This anniversary campaign isn’t just about looking back; it’s about celebrating a legacy that continues to influence contemporary fashion. As GANT’s Creative Director Christopher Bastin notes, “It’s commemorating without being overly nostalgic; it all feels very contemporary and now, which I think is a true testament to how iconic clothing stands the test of time and trends.”
GANT’s 75th Anniversary Collection, which will be available both in stores and online, is a carefully curated selection of archival replicas. The collection is a blend of the brand's most beloved pieces, updated with a modern twist. Highlights include the reinvention of a full-leather varsity jacket from the 1980s in luxurious vegetable-tanned leather, and the return of a classic Ivy Harrington jacket from 1997, now in a chic olive khaki shade. These pieces are more than just clothing; they are wearable history, each one telling a story of GANT’s influence on American style.
GANT’s 75th anniversary campaign is a powerful reminder of the enduring value of quality and craftsmanship. The brand’s commitment to preserving its heritage while embracing the future is evident in every stitch of its anniversary collection.
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