GANT CELEBRATES 75TH ANNIVERSARY WITH VINTAGE-INSPIRED CAMPAIGN

Renowned American Sportswear brand, GANT, announces its 75th anniversary campaign, alongside a limited-edition collection, launching on September 12th. The campaign film, directed by the acclaimed Matthew Frost, and images by Tom Schirmacher, feature an impressive ensemble of talent including Matt Dillon, Infinity Song, Throwing Fits, Tony Özkan, and Eleonore Jeanne.

In the campaign the cast explores a vintage store in New York, selecting timeless GANT pieces and engaging in candid interactions, capturing the essence of the brand’s heritage and its journey over the past 75 years. The film is accompanied by  the evocative sounds of Infinity Song, their blend of tight vocal harmonies, dreamy lyricism, and guitar riffs creating the perfect soundtrack for the campaign.

 

“What better way to celebrate 75 years of American Sportswear than to headline the campaign with Matt Dillon, supported by Throwing Fits, placing them in a vintage store packed with GANT clothing and having Infinity Song burst into this wonderfully Broadway musical song number?,” says Christopher Bastin, Creative Director of GANT.

 

Featured in the campaign, GANT is thrilled to introduce the Anniversary Collection, a limited-edition capsule collection spearheaded by a limited run of archival replicas. heavy ruggers, essential Oxford shirts in pinstripes and candy-striped poplin as well as twill and flannel, inspired by pieces from the 1950s and onwards. A favorite from the vast GANT archive, a full-leather varsity jacket from the 1980s is reinvented, in the finest vegetable-tanned leather. And a classic Ivy Harrington jacket from 1997 is updated from the original soft yellow to a light olive khaki shade.

 

“We poured our hearts into creating this anniversary capsule recreating some of our absolute favorite pieces from the past 7 decades and the outcome is a personal and highly curated cross section of our legacy within American sportswear,” says Christopher Bastin, Creative Director of GANT.

 

“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,” he continues.

 

The GANT 75th Anniversary Collection will be available in stores and online from September 12th.