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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.

Encouraged by his sons, Bernard Gantmacher establishes GANT Inc – and starts to make shirts under the company’s own label. At the time the town of New Haven was one of America’s capitals of clothing manufacture. One reason for this was that it had a large community of Italian immigrants, many of whom were talented garment workers.

Times were good for the Gantmachers. The business grew – and so did the family. Two of Bernard and Rebecca’s children, Marty and Elliot, would go on to spur GANT to great success. The boys, born in 1921 and 1926, grew up in New Haven and helped at the shirt factory by sweeping floors and fusing collars. They were also aware of what was happening on the campus of nearby Yale University, which would change the course of American fashion.

The outbreak of World War II interrupted their careers and both sons enlisted in the army. Upon returning home in the 1940s they studied at the University of Connecticut. Marty specialized in business administration while Elliot majored in marketing. Then, armed with their new skills, they went back into the family business.

The brothers saw that America was entering a period of rapid and profound change. The war had blown away many old traditions. New kinds of art, music and fashion were spreading across the nation. Marty and Elliot saw an opportunity – and seized it. They convinced their father the time was right to leave Par-Ex and the contracting business behind. Instead of making clothing for other labels, they would sell perfectly tailored shirts under their own label.

In April 1949, GANT Inc. was born.


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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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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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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