Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Gant moves into men’s underwear

Lifestyle brand Gant has launched its first men’s underwear range, which will go into Gant’s stores later this month.

The collection includes hip briefs, trunks, boxer briefs, T-shirts and tank tops in a selection of colours including bright and neutral shades, in plain and striped designs.

Retail prices for the underwear start at £18 and go up to £22 and it is expected to be wholesaled in key Gant stockists including John Lewis.

Gant chief executive Dirk-Jan Stoppelenburg said it was a “natural step” to launch underwear. He added: “Gant is a full lifestyle brand, and introducing underwear is a great way of further completing our lifestyle.

“We discovered a need in the market for an underwear line that appeals to the mature, sophisticated customer and we can fulfil that need.”

There are no plans to launch women’s underwear. The brand has also outsourced the wholesale distribution of its Gant Rugger brand to distributor Egomark.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.