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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.

From the outset, GANT was known for the quality of its shirts. In the early days, when the company was in the business of supplying shirts to other retailers, a discreet GANT trademark was added: a little diamond with a “G” in it stamped on the tail of the shirt. This mark was the customer’s assurance of quality just as much as the retailer’s label inside the collar. By the mid-1950s, the Diamond G had become part of the American menswear history – a distinctive sign of superior quality that helped make the signature shirts coveted best sellers, with demand far outstripping supply.

The 1950s was a time of unprecedented growth in America and GANT shirts helped define the casual-yet-smart look that dominated in the post-war years. GANT’s detailed craftsmanship and effortless American style appealed to a generation of men who had spent years wearing military issue clothing and who had now returned home to take their place in the booming middle class.

They appreciated the perfect roll of a GANT collar, and the quality of fabric one could expect with a GANT shirt. And soon they would appreciate another quality that GANT pioneered: color. For decades the plain white shirt had dominated in menswear but that was all about to change forever. An explosion of color was coming – and that explosion sparked in the town of New Haven, Connecticut.


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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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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