GANT, originally a Swedish brand, has transitioned into a Swiss clothing brand with a rich American heritage since its establishment in 1949 in New Haven. Today, it stands as a prominent influencer in the European clothing industry, offering a diverse range of clothing for men, women, boys, girls, and babies. Under its licensing agreements, GANT also encompasses divisions like Home, Time, Fragrance, Footwear, Underwear, and Eyewear.

In 2008, Maus Frères S.A. of Switzerland acquired an impressive 95.6% of the Gant Company AB shares. The brand was founded by Bernard Gant, an immigrant hailing from Ukraine. Renowned for his skill as a tailor, Gant quickly gained recognition in Manhattan. Later on, his sons Marty and Elliot, along with a cousin, established a family business in New Haven, CT, primarily focusing on shirt manufacturing.

The business thrived, catering to esteemed private labels in America. To denote their manufacturing presence, a small “G” insignia was introduced next to the union on Gant shirts in 1947. During the early and mid-1960s, Gant shirts became exceptionally popular among male students across the United States.

Initially, Gant shirts were exclusively sold at the renowned Paul Stuart store in New York City. These shirts, constructed with button-down collars using sportswear fabrics, quickly gained traction in college shops nationwide. Gant’s strategy revolved around partnering with the most prestigious stores in each locality, enabling rapid sales growth.

As Gant garnered a reputation as a designer label in the US, the brand expanded its presence by opening dedicated stores within various department stores across the country. However, the Gant family decided to sell the business in 1967, leading to subsequent changes in ownership. In 1980 and 1981, Gant ventured into the international market by granting Pyramid Sportswear of Sweden the rights to design and market the Gant brand outside the United States.

Presently, Gant products are available in 73 countries, with select retailers and 298 Gant stores worldwide (18 of them functioning directly under Gant AB). The brand’s fashion collections are categorized into the main line G.N.H. (Gant New Haven), the youthful RUGGER sportswear line, and the trendy ‘GANT By Michael Bastian’ collection. Additionally, the ‘Yale Co-op’ line offers classic Yale shirts. Gant also extends its offerings to include a Kids line, as well as Home, Fragrance, Eyewear, and Time divisions.

Within the fragrance category, Gant boasts six perfumes in its collection, collaborating with esteemed perfumers such as Pierre Wulff, Jérôme Epinette, Richard Herpin, and Frank Voelkl. The fragrance range dates back to its inception in 2005, with the latest addition launching in 2011.