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.