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Reinventing American Preppy

GANT celebrates their 70th anniversary throughout the whole year with seven iconic wardrobe staple pieces and a new special TV series with the aim to work as a catalyst and conversation starter.

27062019
Words Johan Magnusson

GANT celebrates their 70th anniversary throughout the whole year with seven iconic wardrobe staple pieces and a new special TV series with the aim to work as a catalyst and conversation starter.

Born in 1949 on the campuses of the American East Coast universities and raised in Europe, GANT now has a global presence in over 70 markets, 750 stores, and 4,000 selected retailers.

— What makes us unique, I’d say, is our approach to continuing reinventing the Preppy American Lifestyle, says CEO Brian Grevy, who has a long background within the sporting goods industry and retail at Reebok and adidas, continuing,

— We’re staying relevant but still timeless in our designs and focus on both craftsmanship and to deliver relevant innovations like TECH PREP, reflecting the life our consumers live today.

He sees the business growing across channels, gender, and most categories with the Nordics, DACH (Germany, Austria, and Switzerland, Ed’s note), UK, France, Turkey, CIS (post-Soviet), and Portugal, with emerging markets in the Middle East, Russia, China, The Balkans, Norway, and Finland. And the 70th anniversary is promoted through a series of activations.

— Since we are celebrating throughout the whole year, we will manage to celebrate both our products but also our 70 years of learning together with all the people inspiring us every day, Grevy says. The Seven Decades Seven Icons campaign focuses on the products and really pays tribute to them. In May, we launched the eagerly-anticipated follow-up to the successful TV series ”Couple Thinkers”. This documentary was launched during the Tribeca Film Festival with the aim to work as a catalyst and conversation starter. We want to spark questions and provide more than high-quality products – this will be our contribution this anniversary year. We also invited guests from our key global markets to join the anniversary festivities in Stockholm. To celebrate with people — our biggest source of inspiration — is the most crucial element this year, I would say.

And what else is coming for you in 2019?

— We are launching our new 2030 Aspirational plan for the company which has been 10 month in the making so all in all a very busy and exciting year.

gant.com