GANT 70 Years
GANT is a brand that has remained a wardrobe staple for 70 years. Known for its high quality, bold colour schemes and iconic shirts, we explore the success GANT has had over the last seven decades by delving into its seven iconic pieces.
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…
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Fifties: The Button-Down Shirt

This preppy icon has remained a wardrobe staple throughout the seven decades for both men and women.

Available in all Fenwick stores and online.

Sixties: The Club Blazer

In the decade that saw Woodstock, GANT created The Club Blazer; the epitome of casual-yet-smart.

Seventies: The Chino

Within the scandal and liberation of the seventies, the practical, comfortable and democratic chino was born.

Available in all Fenwick stores.

Eighties: The Piqué

As VHS machines allowed us to view movies from the comfort of our home, the quintessential tennis piece became a classic on and off the court.

Avaialble in all Fenwick stores and online.

Nineties: The Heavy Rugger

Inspired from the jerseys worn by rugby players, the Heavy Rugger has combined sport and style and places itself as an icon in any gentleman’s wardrobe.

Available in Bracknell, Brent Cross, Colchester, Canterbury, Bentalls Kingston, Newcastle, York, Tunbridge Wells.

Noughties: The Varsity Jacket

The Varsity Jacket became more iconic throughout the "all American" aura, through the use of high school television and film subgenres.

Twenty-tens: The Cable-Knit

This preppy piece featuring the classic cable remains the favourite of many. Wear over a button down shirt and under the Club Blazer for a truly showstopping outfit.

Available in Bracknell, Brent Cross, Colchester, Canterbury, Kingston, Newcastle, York, Tunbridge Wells.

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_Images via GANT_