Fragrance house

Gant

GANT was founded in New Haven, Connecticut, in 1949 by Bernard Gantmacher and his sons Marty and Elliot, following Bernard’s work making shirts in New York’s Garment District. Its early shirts were stocked by Yale Co-op and became associated with Ivy League style as adoption spread across university campuses. The brand’s shirtmaking identity was shaped by details including the locker loop, box pleat, and back-collar button, while Elliot Gant’s tab-collar construction received Esquire’s “Best Shirt” award in 1963. In 1971, GANT expanded beyond shirts with its first American sportswear collection, introducing ties, trousers, and rugby shirts. Its enduring identity brings together American East Coast origins, collegiate references, preppy sportswear, shirtmaking, and coastal influences. Christopher Bastin’s creative direction re-centered the brand on its original US preppy sportswear identity while updating silhouettes, cuts, and fabrics. GANT marked its 75th anniversary in 2024 with an archive-based collection. Today, it is part of MF Brands Group. Its men’s fragrance collection is presented as an expression of its American East Coast heritage.