Swedish lifestyle label Gant has launched a new sub-brand called Gant Diamond G as a testament to its heritage as a shirtmaker, as part of a wider brand relaunch.
The company has also renamed its mainline collection as Gant Originals, so there are now three sub-brands: Gant Originals, Gant Rugger and Gant Diamond G.
The new Diamond G range refers to its origins as a private label shirt manufacturer dating back to 1949, when it used the letter G in a diamond shape on the shirttail.
The range comprises an Oxford shirt and a lighter weight Pinpoint Oxford shirt for both men and women, priced at £80 at retail, designed to wear from the desk to dinner.
As part of a global relaunch for autumn 15, Gant has created a campaign called ‘They changed the world. Not the shirt’ featuring five Ivy League “modern-day pioneers” including Pulitzer Prize poet Tracy Smith, painter Navtar Bhavsar and Amazon rainforest conservationist Mark Plotkin.
“These American visionaries in their respective fields of the arts, health and environment, remain humble in their successes yet are unafraid of new challenges that lie ahead,” explained global marketing director Caroline Roth. “They’re changing the way we look at our everyday world, just like Bernard Gantmacher did in 1949 with his passion for shirtmaking.”
Creative director Christopher Bastin said: “We were born on the American East Coast in a beach environment but we grew up in Europe and this new campaign shows our history but also where we want to go.”
“We’ve had a great time on the beach but our heritage demands more of us. There is a facet of our heritage that we have yet to tell the world about,” added Roth. “Just as we once revolutionised the shirt, it’s now time to show the more human and intellectual side of our brand - something that already lives in our DNA.”
Gant has 19 stores in the UK, which is the second biggest market for the company after Germany, and around 450 wholesale stockists.