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New youthful direction for Gant’s Rugger line

Lifestyle brand Gant has repositioned its casual men’s line Rugger for spring 10 to give it a younger feel and broaden its appeal to a younger audience.

The refocus is designed to separate Rugger from the Gant mainline and sees a shift away from the mature customer towards a younger, heritage look, with slimmer styling and more retro influences.

These have been largely inspired by Gant’s original design blueprints of the mid-1900s, and include historical event prints, nautical stripes and tailored blazers.

Key items in the 112-piece collection include enzyme-washed piques and varsity jackets, all rendered in a super-soft handle pivotal to the original collections of the 1940s.

Shrink-to-fit bright cable knitwear and stonewashed denim are indicative of the more youthful direction of the collection, as is a move towards more discreet branding.

Large logos have been swapped for a more reserved, G diamond motif, rescued from the company’s pre-1950s archives.

The brand is looking for two department store partners to stock the new range, and hopes to increase its independent stockist base. The revamped range will continue to be sold through existing distribution channels.

Prices for the collection sit at 15% to 20% below the mainline, so a basic T-shirt is £16, polo shirts start from £18.50, shirts are £22, knits will be around £26, outerwear is £65, and jeans and trousers are priced at £39.

For more information call 020 7201 2900.

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