06 may 2016 17:00:00
GANT: Shirts honed to perfection
We talk about why modern shirts owe GANT a lot, and what the company is doing now
The story of GANT establishment began more than a century ago, when on 12 November 1907 a Russian Empire immigrant came to New York in pursuit of American Dream. Stone-broke, Bernard Gant had to find a job to pay his pharmacy tuition in Columbia University.
Luckily, this was the period of garment industry boom, and the labor market was rich in vacancies. So Bernard became a tailor, assembling shirts elements, which was the most difficult part of the production cycle. But it all paid off – Bernard acquired the skills to start his own business, and therewith he met his future wife, Rebecca Rose.
Success at a first try
Having built his life after the First World War, by 1927 Bernard Gant had owned his first manufacturing plant so far, a company named Par-Ex that made shirts for other brands such as Brooks Brothers. The time passed by, the outputs grew. And so did Bernard’s family – now he had two growing sons, Marty and Elliot. Ever since the childhood the boys were aware of their father’s business, and, returning home in the 40s, they went to the University of Connecticut. Marty Gant specialized in business administration while Elliot majored marketing. These very skills were crucial when turned to their own brand, and as early as in April 1949, GANT Inc. was established.
Quality & marketing
Marty and Elliot realized the worth of GANT awareness far too well – the deliveries maintained to the best stores, and the advertising been innovative for its time. They knew their customers, and sought to address them without any middlemen. Advertisements in The New Yorker gave a push as well – it was not an edition for elderlies, but a forward magazine incorporating the modern life of New York. A lot of renowned people including Vladimir Nabokov, F. Scott Fitzgerald, and Jerome Salinger, appeared in the magazine – this led to enormous popularity and, therefore, high demand for advertising. The New Yorker valued its reputation, that’s why the only advertisers got on board whose advertisements were up to the style of the magazine. Gant brothers were among them.
Evolution of a shirt
Although that were English polo players who originally wore traditional shirts, by the late 40s this garment had become an essential item in the wardrobe of any well-dressed man. Whereas Brooks Brothers were the main promoter of this style in America, GANT introduced the changes any modern shirt cannot be imagined without.
The reasons behind were numerous – apart from perfect quality, the design introduced by Gant brothers was unique and difficult to copy. The perfect collar shape, for instance, was the result of common efforts of Marty and Elliot, both with perfect sense of style, and Bernard Gant, true specialist in practical area. The dedication to details was beyond words – geometrical shape brought to perfection along with precise button placing.
However, the perfect collar shape was not the signature detail of GANT shirts. The company added a lot of small touches that grew strong in culture over time. These touches included the loop on the back of the shirt to prevent wrinkles in the locker room, the box pleat for greater freedom of movement, and the back collar button to keep the tie right in place.
Finally, GANT shirts grew so popular that many women borrowed this garment from their boyfriends and husbands. So, the company launched the line for women with the slogan “For women GANT makes shirts, not blouses”. From then on, the Gants entered a new era changing the company name for GANT Shirtmakers that symbolized the craftsmanship and importance of their signature item.
In tune with the times
The “Ivy League” students have always been the style leaders reflecting the current fashion trends. The Yale University students were the first to create the look that included GANT shirt and that everybody kept in mind. In the early 70s, it was clear that America moved towards the more casual clothing. That started the next collection which included rugby shirts, ties and various trousers. Since then, the ability to adapt to new conditions has become another symbol of GANT.
These days, the company has an individual line named GANT Rugger where the century-old experience and established quality meet the wind of modern age. You can always have a closer look at the results of this combination at our store.
GANT RUGGERMen's Shirt Kick Ass Oxford Capri Blue
GANT RUGGERMen's Trousers Slim Chino Khaki
GANT RUGGERMen's Polo Shirt Oxford Back Classic Blue
GANT RUGGERWomen's Shirt Knotted Military Blue
GANT RUGGERWomen's Shorts Shiny Yankee Blue
GANT RUGGERWomen's Shirt Luxury Light Indigo
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