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Gant introduces Theo James as Global Brand Ambassador

Gant welcomes acclaimed British actor Theo James as its new Global Brand Ambassador. Launching with the Fall/Winter 2026 campaign, photographed in Tribeca, New York City, the partnership reflects a shared appreciation for timeless style and Gant's enduring vision of American Sportswear.

Recognized for his work across film and television, including roles in The White Lotus, The Gentlemen and Divergent, James has built a career defined by versatility and considered choices. His understated personal style and appreciation for quality align naturally with Gant’s approach to American sportswear, where heritage, craftsmanship and effortless sophistication remain at the heart of every collection.

“What drew me to Gant is that it feels timeless.” says Theo James. “The legacy of the brand is respected while remaining completely relevant today. There’s an honesty in that balance. The clothes have an ease that’s unmistakable, expressed with a refinement that never goes out of style”.

“At Gant, we’ve always believed that great style is defined by authenticity and quality,” says Fredrik Malm, CEO of Gant. “Theo embodies those values naturally, making him an ideal partner as we continue to share our vision of modern American sportswear with audiences around the world.”

In the campaign, James wears key looks from the Fall/Winter 2026 collection, from elevated outerwear and tailoring to everyday essentials that have defined the brand for generations. The season draws inspiration from the energy of 1990s New York and the relaxed spirit of American sportswear, bringing together rich textures and confident layering in a wardrobe that feels distinctly Gant: rooted in heritage and designed for today.

The Gant Fall/Winter 2026 campaign starring Theo James launches globally on September 1, 2026, across digital, social, retail, and out-of-home channels.