GANT

Reputed for its impeccably cut, collared, button-down shirts, the brand Gant knew how to find its place in the world of timeless, casual style. It's a family affair that started in April 1949 thanks to Bernard Gantmacher, founder of this American brand. At the time, the city of New Haven was one of the top places for garment manufacturing. After having founded Par-ex Shirt Company, Gantmacher decided to launch a namesake business. He dreamed up, with his wife Rebecca, the label Gant, specialized in the production of preppy ready-to-wear. The Gantmachers quickly saw a period of prosperity, with the growth of the company and their family. Two of their sons, Marty and Elliot, took up the torch leading Gant to success. From the start, the brand Gant was known for the quality of its shirts. The 1950s were a period of unprecedented growth in the US and Gant shirts contributed to defining a relaxed and elegant look that reigned in the post-war years. Gant's detailed fabrication and relaxed American look pleased a generation of men who had previously worn military uniforms and were now back home. From its beginnings to today, Gant has been able to perpetuate its know-how, keeping its classic pieces while adding cool and colourful looks. If Gant's style has evolved over the years, it's never quite detached itself from the image of a traditional American brand with a collegiate look. Its iconic products? The collared button-down shirt, the branded hoodie and the cotton piqué polo. Chic, casual essentials for men's and women's wardrobes. It's an urban, sportswear aesthetic celebrated notably through an exclusive collection with the historic American label Wrangler. The result? Awaited pieces that mix the relaxed, classic style of Gant with the western influences of Wrangler.