Find why GANT is a one-of-a-kind sportswear brand.
The Swedish brand has been around for a long time, proving that heritage doesn’t mean only looking backward.
Actually, it’s in the name of its legacy that notorious changes seem to gain even more space.
Inspired by a desire to go even further, GANT produced its first sportswear in the ‘70s. Now, it’s time to create its future by challenging the status quo.
More than ever, the label needs people who are brave enough to assume that things can’t stay the same anymore, since they are a company driven by a simple yet powerful idea: never stop learning.
By gathering a community of curious people and developing sustainability strategies that support circularity, GANT’s latest collection honors the current generation’s needs to transcend the standards — without leaving any of its excellence behind.
The Future of American Sportswear is based on GANT’s philosophy of creating premium products that are preppy and designed to have a long life, which reflects on the choice for responsibly-made material, such as leather.
By the way, Gen-Z’s exclusive choice for brands that are truly concerned about their environmental footprint is far from just a fad. This is how it’s supposed to be done from now on, and GANT totally embraces it.
Leaving no doubts about the brand’s commitment to nonconformity, artists from different backgrounds, real faces of diverse beauty and aesthetics, are the chosen faces for this fresh sportswear campaign.
Starting with a poem by Sonny Hall, GANT’s concept also counts with Kelsey Lu, who has already collaborated with Blood Orange, Skrillex, Solange, and Florence + the Machine, along with the bass player and vocalist for the band Outer Stella Overdrive Kelvin Bueno, the musician Eliot Sumner, and other creatives.
All together, they show that it’s time for the outsiders to get the starring roles.
Varsity jackets, one of the collection’s flagships, and other school-like apparel cause a nostalgic sensation.
Leather sleeves, badges, and intricate embroidery inspired by retro graphics from the label’s archive add up to that feeling.
The oversized fit for a collegiate look makes these jackets a bold choice for anyone, regardless of gender, which makes them even more timeless and connected to what the world needs.
For the young ones constantly seeking references on how to stay true to who you are, leather-sleeved jackets might be a real statement of being ready for whatever the future holds.
And GANT is there to design for those who don't care for conventions.
Tap here to join the nonconformists.