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1954-1959

NEW HAVEN & THE IVY LEAGUE LOOK

Influenced by the city of New Haven, Connecticut, and the nearby Yale University, GANT plays a major role in shaping the Ivy League Look.

The term Ivy League was first used in the 1930s to refer to a group of northeastern American colleges that were sporting rivals. However it soon became synonymous with more than just sports. It denoted academic excellence, prestige, tradition – and a new and relaxed style that would forever change American fashion. A style that became known as the Ivy League Look.

In 1954, LIFE magazine declared New Haven the home of the Ivy League Look. The reason for this was that New Haven had not only a thriving garment industry but was also the home of Yale University. It was the ideal place for the Ivy League Look to flourish.

The new look was a way of dressing well without necessarily dressing up. It featured items such as white buckskin shoes, grey flannel slacks, button-down shirts and jackets with a natural shoulder. It was a more casual look, a sharp contrast to the double-breasted, padded-shoulder suits that dominated in the pre-war years.

Marty and Elliot were instinctively aware of what was happening in their hometown. They saw the emerging style and recognised that it dovetailed with what GANT was doing. They started experimenting with shirts in different fabrics and styles, and added bolder colours to the pale 1950s palette. The family took pride in their role in shaping the bright new look, and in 1954 the company’s name was changed to GANT of New Haven.


Contents of this issue
The GANT credo

Heritage


GANT is a company driven by a simple idea: Never Stop Learning. It’s a belief that has guided us since 1949 when Bernard Gantmacher founded a shirtmaking company in the college town of New Haven, Connecticut.

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Original Shirtmakers

BORN IN 1949


For GANT, it all began with shirts and we’ve never stopped reinventing them. Born in 1949, it’s a shirt that is rich in legacy and history.

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1907-1927

The Start Of A Long Journey


The story of GANT begins with a Ukrainian boy in search of a better life who sailed to America, fell in love, found success and forever changed American style.

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Original Shirtmakers

AN AMERICAN DREAM


Get a glimpse at GANT’s early, eventful years from 1907-1968.

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1927-1949

THE GANT BRAND IS BORN


Encouraged by his sons, Bernard Gantmacher establishes GANT Inc. and starts to make shirts under the company’s own label.

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1950s

THE COLOUR EXPLOSION


In the 1950s the prevailing colour for a man’s shirt is white – until GANT invents a daring new look, sparking the Oxford Colour Explosion.

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Mid-1950s

THE MARK OF QUALITY


How a discreet G, stamped on the tail of the shirt, becomes part of the American menswear history.

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1949-1959

REACHING THE RIGHT CROWD


Marty and Elliot insist that when it comes to GANT products, only the best is acceptable.

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1949-1960

GANT SIGNATURES


The perfect roll, the locker loop, the box pleat, the back collar button and the button tab. Innovation is key for a company that is ahead of its competition.

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1960s

YALE CO-OP STORE


The GANT shirt becomes an immediate sensation at the Yale Co-op campus store.

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1949 and onward

ENTERING AMERICAN SPORTSWEAR


From Ivy League to American Sportswear, GANT helps define the casual-yet-smart look.

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