As an avid gamer with a penchant for fashion and a soft spot for American sportswear, I must say that GANT’s 75th anniversary pop-up in London was nothing short of a dream come true. Growing up in the ’80s and ’90s, I vividly remember the allure of the prep aesthetic, with its structured button-ups, collared polos, and varsity jackets that were as much a part of my video game characters’ wardrobes as they were of the Ivy Leagues.
For six days, from September 17th to 22nd, fashion brand GANT, based in America, held a special pop-up event in London’s Soho neighborhood on Greek Street to celebrate its 75th anniversary. This pop-up experience showcased the evolution of prep style in fashion as well as other vintage items that reflect the brand’s love for enduring elegance and fine craftsmanship. This retro-styled pop-up took visitors through seven decades of GANT’s history, allowing them to browse both the 75th anniversary collection and the Fall/Winter 2024 collection.
As a devoted admirer, I’d share that GANT, established by Bernard Gantmacher in 1949, was a trailblazer in shirt-making. Initially focusing on the iconic Oxford shirt, they later ventured into creating rugby shirts, being among the first brands to do so. This brand, born in New Haven, has its roots deeply entwined with American prep and sportswear, echoing the vibrant spirit of America’s Ivy Leagues. Think structured button-ups, collared polos, and varsity jackets, all infused with a touch of sharp, European sartorial elegance. Today, these elements find their way effortlessly into streetwear, making GANT a widely recognized provider of premium quality, sports-inspired clothing. The brand’s recent pop-up event celebrated this journey by offering a rich assortment of coveted items and retro pieces that trace back to the 1940s.
Noted ceramist and graphic designer Nick Dynan (Me Old China) visited to customize GANT items with his unique, humorous designs. South London’s Balamii Radio created an atmosphere with a carefully selected playlist showcasing the emerging music talent of London’s urban scene, featuring live acts by Grace, Last Nubian, and Wussah. To conclude, brand ambassador Danny Lomas, who also hosts a fashion podcast, led a panel discourse examining the progression of preppy style and its broader influence on youth culture. The panel included GANT’s Creative Director, Christopher Bastin, Ollie Evans, Creative Director of Too Hot Limited, and writer Lucy Broome.
The FW24 collection draws inspiration from iconic rugby shapes, distinctive varsity jackets, and the trendy jersey ruggers and maritime crew necks that were popular in dorm rooms nationwide during the mid-1990s. Additionally, it includes vintage silk ties, scarves, and five-panel caps reminiscent of the brand’s origins in New Haven. GANT unveiled this new collection through a series of weekly interactive events, allowing guests to engage with it firsthand.
The pop-up event will continue until September 22nd. If you’re in the London area, you can drop by from 11 a.m. every Friday for custom apparel by Nick Dynan and live performances – Last Nubian on Saturday and wussah on Sunday. Additionally, there’s an exclusive chance to ride around town in a classic 911 Porsche over the weekend. Make sure you don’t miss out!
Check out space-related exhibits and pick up items from our 75th anniversary line on the GANT website.
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2024-09-20 11:26