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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.

Marty and Elliot insist that when it comes to GANT products, only the best is acceptable. Marty and Elliot understood the family business. They identified with it so much they even changed their own name – Gantmacher became Gant. They also understood the power of advertising. They wanted their products to always be seen in the right places. That meant supplying only the best stores in town, and advertising in The New Yorker.

The first issue of The New Yorker had been published in February 1925 with a drawing of a monocle-wearing dandy on the cover. It was a new kind of magazine that appealed to a new kind of readership.

“The New Yorker will be the magazine which is not edited for the old lady in Dubuque,” wrote founding editor Harold Ross. “It will not be concerned in what she is thinking about. This is not meant in disrespect, but The New Yorker is a magazine avowedly published for a metropolitan audience.”

It attracted the best and wittiest writers, everyone from J. D. Salinger and Vladimir Nabokov to Dorothy Parker and F. Scott Fitzgerald and his wife Zelda. It was not only choosy about which writers it would publish, but also which adverts it would run. It declined commercials that didn’t fit the magazine’s tone.

One of the companies that did fit the bill was GANT. At first all Marty and Elliot could afford were 1/8 page black-and-white ads every three months. Gradually they moved up to bigger and more frequent ads, featuring the oxford shirt in four different photos and four different situations, then ultimately running eight full-color ads in one year. The campaign spread the message that GANT produced the sort of shirts that the bright young sophisticates of the day were wearing.


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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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.

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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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