GANT is commemorating its 75th year with a campaign for the fall-winter 2024 season that highlights both its primary line and an exclusive limited-edition collection. The campaign stars the renowned Matt Dillon, who has recently featured in an MCM advertisement, together with influencer Tony Özkan.
Honoring GANT’s 75th Anniversary
The Anniversary collection draws significantly from the brand’s historical pieces. It pays tribute to GANT’s rich heritage, tapping into the traditional styles that have defined American sportswear for decades.
Anticipate seeing features such as Oxford shirts from the 1950s, robust ruggers, and the iconic leather varsity jacket that was immensely popular in the 1980s. The Ivy Harrington jacket, which captured attention in 1997, also makes a comeback to round out this nostalgic assortment.
Christopher Bastin, GANT’s creative chief, shares the heartfelt journey of assembling this collection: “We poured significant passion into this anniversary capsule, reviving some of our most beloved pieces from the past seventy years. The outcome is a personal and thoughtfully curated reflection of our journey in American sportswear.”
This collection is not solely a reflection on the past; it merges elements from history with a contemporary flair. Bastin elaborates, “It’s a means to celebrate without overwhelming nostalgia. Everything feels very modern, which genuinely portrays how enduring fashion can transcend trends and styles.”
A fitting tribute to a rich legacy, GANT’s campaign intertwines the brand’s impactful history with the dynamic styles of the present.
Image Source: OSCAR GONZALEZ FUENTES / Shutterstock
