For GANT, it all began with shirts and we’ve never stopped reinventing them. Born in 1949, it’s a shirt that is rich in legacy and history.


Contents of this issue
1907-1927

The Start Of A Long Journey


The story of GANT begins with a Ukrainian boy in search of a better life who sailed to America, fell in love, found success and forever changed American style.

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Original Shirtmakers

AN AMERICAN DREAM


Get a glimpse at GANT’s early, eventful years from 1907-1968 and meet Christopher Bastin, the Creative Director at GANT.

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1927-1949

THE GANT BRAND IS BORN


Encouraged by his sons, Bernard Gantmacher establishes GANT Inc. and starts to make shirts under the company’s own label.

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1950s

THE COLOUR EXPLOSION


In the 1950s the prevailing colour for a man’s shirt is white – until GANT invents a daring new look, sparking the Oxford Colour Explosion.

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Mid-1950s

THE MARK OF QUALITY


How a discreet G, stamped on the tail of the shirt, becomes part of the American menswear history.

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1949-1959

REACHING THE RIGHT CROWD


Marty and Elliot insist that when it comes to GANT products, only the best is acceptable.

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1954-1959

NEW HAVEN & THE IVY LEAGUE LOOK


Influenced by the city of New Haven, Connecticut, and the nearby Yale University, GANT plays a major role in shaping the Ivy League Look.

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1949-1960

GANT SIGNATURES


The perfect roll, the locker loop, the box pleat, the back collar button and the button tab. Innovation is key for a company that is ahead of its competition.

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1960s

YALE CO-OP STORE


The GANT shirt becomes an immediate sensation at the Yale Co-op campus store.

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1949 and onward

ENTERING AMERICAN SPORTSWEAR


From Ivy League to American Sportswear, GANT helps define the casual-yet-smart look.

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2004 and onward

CULTIVATING THE LEGACY


Daniel Craig’s Bond may have brought the tab collar back into fashion but it was Elliot Gant, not Q, who invented the button tab to keep a tie perfectly in place. Matthew Wood, Head of Design at GANT Diamond G, explains why it’s making a comeback.

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