ADVERTORIAL

5 REASONS TO GET INTO YOUR GANT ERA

By Ayis Stephen-Diver and Hannah Blincko, 24 September 2024

There’s never been a better time to get into GANT. Why? Because it was one of the first American sportswear brands to make ‘dressing well without dressing up’ a thing. Think varsity prep, elevated staples and plenty of mid-century must-haves – all of which make it ripe for revival in 2024. As it marks its 75th anniversary with a capsule collection that just happens to be our whole autumn vibe, here’s five reasons to put it on your radar.

Model wearing white rugby shirt and model wearing red jacket

1. GANT CHANGED THE SHIRTING GAME

GANT was founded in 1949 as a family shirtmaking business, and pretty quickly it began to make waves. Opting for bolder hues, candy stripes and heritage tartans instead of traditional white, they cemented themselves as a forerunner of mid-century Americana. So of course, it's only right that their 75th-anniversary collection feature plenty of shirting. Think casual checks, staple stripes and pop-of-colour classics that will fit right into your rotation.

GET THE LOOK:
ASOS DESIGN square fashion glasses in black with orange lens, £10

GANT 75th Anniversary Capsule unisex sports logo rugby sweatshirt, £160

Model wearing brown trousers and navy trousers while standing atop a rug

2. GANT IS PREP

After shaking up shirting, GANT stepped into the dawning light of athleisure. Ivy League dressing was steadily becoming a staple of American dressing and by the 70s, GANT was well and truly established as a go-to for college-campus cool. Their iconic varsity jackets and rugby polos continue to reign in the preppy leagues, featuring most recently on the likes of Jacob Elordi's Felix in Saltburn. *Puts that V-stripe rugby shirt firmly on our moodboard.*

GET THE LOOK:
GANT 75th Anniversary Capsule wool varsity jacket with logo in navy, £350
GANT 75th Anniversary Capsule striped shirt with logo in blue, £95

ASOS DESIGN tie with playing card print in red, £15

GANT 75th Anniversary Capsule 1949 varsity cap in white, £55

Model wearing beige jacket and navy jumper with yellow G

3. GRANDPA-CORE AND GANT ARE FAMILY

Eclectic grandpa... Coastal grandpa... GANT grandpa. TikTok's favourite menswear aesthetic has GANT written all over it, and thanks to Tyler, the Creator and the Louis Vuitton Menswear SS24 runway show, it's not going anywhere soon. Our key tips? Play with mixing colours (classics and brights), make oxford shirts your daily casuals and *always* finish the look with a pair of chunky loafers.

GET THE LOOK:
GANT 75th Anniversary Capsule harrington jacket in beige, £450

GANT 75th Anniversary Capsule turtleneck knit with logo – coming soon
Similar: ASOS DESIGN baggy jeans in light-wash blue, £25

Model wearing navy jumper and model wearing rugby shirt and a white skirt

4. THE 'T' IN GANT STANDS FOR 'TIMELESS'

The secret to building your very own capsule collection is choosing pieces that’ll stand the test of time. GANT is the ideal place to start, considering it makes the perfect staples to mix into every trend. Start with a premium-quality jumper and a pair of smart-casual chinos and you'll soon be nailing that 'effortlessly effortful' vibe.

GET THE LOOK:

GANT 75th Anniversary Capsule wool varsity jacket with logo in navy, £350
GANT 75th Anniversary Capsule striped shirt with logo in blue, £95

ASOS DESIGN tie with playing card print in red, £15

Model wearing dark trousers and white shirt while standing and posing atop a rug

Pictures: ASOS

5. GANT IS TOTALLY TRANSITIONAL

Our favourite thing about this collection? It’s packed with pieces that work year-round, including the tricky transitional phase we're about to begin! Get set for autumn with a versatile varsity jacket you can throw over your shoulders when the evenings get chilly and switch your summer jorts for classic trews or wide-leg jeans to elevate your look and your temp.

GET THE LOOK:
ASOS DESIGN square fashion glasses in black with orange lens, £10