Elliot Gant once said, “Let’s not try to be everything to everybody. We’re individuals. When you think for yourself you can be tastefully different.”
As the new decade unfolded, the Ivy League Look became even more distinctive and debonair. GANT developed more and more boldly-coloured shirts in unusual fabrics including Madras, candy-stripe and tartan. These shirts were in tune with the revolutionary mood of the Fifties. This became known as the Oxford Colour Explosion, and it has been a key feature of the Ivy League Look ever since. Eventually, Marty and Elliot even forbade their sales staff from wearing white shirts while working.
