GANT - Online Shopping for Women, Men and Children

1950s

THE COLOR EXPLOSION

In the 1950s the prevailing color for a man’s shirt is white – until GANT invents a daring new look, sparking the Oxford Color Explosion.

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 this new decade unfolded, the Ivy League Look became even more distinctive and debonair. GANT developed more and more boldly-colored 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 Color 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.

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.

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.

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.

Original Shirtmakers

AN AMERICAN DREAM

Get a glimpse at GANT’s early, eventful years from 1907-1968.

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.

Mid-1950s

THE MARK OF QUALITY

How a discreet G, stamped on the tail of the shirt, becomes part of the American menswear history.

1949-1959

REACHING THE RIGHT CROWD

Marty and Elliot insist that when it comes to GANT products, only the best is acceptable

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.

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.

1960s

YALE CO-OP STORE

The GANT shirt becomes an immediate sensation at the Yale Co-op campus store.

1949 and onward

ENTERING AMERICAN SPORTSWEAR

From Ivy League to American Sportswear, GANT helps define the casual-yet-smart look.