Fashion GiANT rebrands


It’s not every day that iconic, high impact global fashion brands like GANT are made. It’s been almost 7 decades since the brand was launched way back in 1949 so when I received news of their rebranding, I delved further into the story which I am also sharing with you.

In essence, the following statement by GANT CEO Patrik Nilsson says it all. “GANT is entering an exciting phase. Becoming a leading brand doesn’t mean that we necessarily will be the biggest but we want to become the best.”

Renowned over almost seven decades for their shirt making expertise, GANT has decided to wear it’s heart on it’s sleeve. The focus at GANT is now on walking the walk where the brand’s sought after style, superior quality and European sophistication appeals very distinctly through three sub brands to the professional/business traveller (GANT Diamond G), the sporty urbanite seeking an active lifestyle(GANT Originals) and for those looking at what’s trending, at the cutting edge of fashion(GANT Rugger).

GANT is embarking on a change the world journey. And has set its sight firmly on becoming the leading lifestyle brand over the next 5 years. The GANT brand’s redefined vision is being brilliantly articulated through a new brand identity (appended with this) launch combined with multi million dollar media investment across the world (including the GCC region where the brand has been represented by the leading retail conglomerate Liwa Trading over the past several years).

The campaign will reach across print, outdoors, cinemas, digital­ly, in-stores and social media through the fall and into 2016. The brand is also featuring in all the top Fashion Week’s across the world include g the New York Fashion Week this September.

Various technologies and innovations have been crucial in perfecting this shirt for the modern-day hectic lifestyle. All buttons on the GANT Diamond G shirt are carefully sewn on with a unique technolo­gy that ensures the button will not fall off, ensuring this is a shirt that will certainly last for decades.

This new sub-brand is all about desk to dinner pieces, allowing the consumer to continue living a hectic and modern lifestyle without having to stop and think about outfit changes during the day. The idea behind the GANT Diamond G Collection is to provide solutions to those with a modern, sophisticated and global mindset – the tastemakers, leaders, thinkers and doers of today and tomorrow.

A few keywords associated with the GANT Diamond G collection are “Uptown- Downtown, “Desk-to-Dinner” and “Travel.” The collection focuses on versatile and adaptable tailoring, travel- friendly shirts and suiting as well as modern separates. The outwear pieces are city centric – light and packable, trans-seasonal, inspirational and of course, iconic.

So, for all those who relish superior style, uber sophistication and extreme comfort, get ready to take your next GiANT step!



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