Iconic Fashion over Seven Decades with GANT

Stitched from the simple shirt in 1949, [GANT](https://www.fenwick.co.uk/brands/gant) has remained a wardrobe staple for 70 years. Known for its high quality, bold colour schemes and iconic shirts, we explore the success it has had over the last seven decades by delving into its seven iconic pieces. In search of a better life, a brave young Ukrainian man took the huge leap across to America and after serving in the US Army, Bernard Gantmacher founded his first fashion brand, Par-Ex Shirt Company. As his family grew so did his business, woven together by his two sons working within the company. After both serving in WWII, the sons encouraged their father to move with the rapid and profound post war change in America and start labelling their shirts with their own name: [GANT](https://www.fenwick.co.uk/brands/gant). The growth and success of the company saw the two sons becoming so affiliated with it that they shortened their surnames to match the newly founded fashion label. The 1950s saw a revolution in music and the arts, which fashion embraced wholeheartedly, and here was born the Ivy League Look; a distinctive and debonair style characterised by boldly coloured button-down shirts. This was a new way of dressing without necessarily dressing up; a stark contrast to the pre-war double-breasted, padded-shoulder suits. [GANT](https://www.fenwick.co.uk/brands/gant) seized the new and growing trend adopting their own revolution in the form of the Oxford Colour Explosion, a range of colourful and patterned shirts that broke the traditional of the standard white button-down shirt. In 1971, the brand diversified and developed its first collection of American sportswear, which showcased ties, trousers, rugby shirts and more. [GANT](https://www.fenwick.co.uk/brands/gant)’s heritage and prestige in the market strings from its consistent standard of quality, explosion of colour and playing into the heart of traditions. Their seven iconic pieces over the seven decades says it all…

_Images via GANT_