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Want a wardrobe refresh? You need one of GANT’s seven sportswear staples

GANT turns 70 this year. To celebrate, its new campaign foregrounds the sporty staples that have set the brand apart for the past seven decades

GANT knows a thing or two about timeless design. Seventy years is a long time to perfect the classics, after all.

Founded in New Haven in 1949, the brand made its name making handsome button-down Oxford shirts, but by the 1960s it was dressing America’s best dressed from head-to-toe. Today, GANT is one of the American menswear greats, up there with Ralph Lauren and Brooks Brothers as a progenitor of the robust jersey rugger, classic cable-knit crewneck, brass-buttoned club blazer, and more menswear essentials besides.

Now, to mark 70 years at the forefront of preppy style, GANT is celebrating with ‘Seven Decades, Seven Icons’, a campaign which foregrounds the sportswear staples that are synonymous with the brand and its history. Each ‘icon’ is linked closely to a decade from GANT’s past; the button-down shirt was a GANT signature from the 1950s onwards, with its locker loop, box-pleated back and back-collar button – all design features patented by GANT. The club blazer was a mainstay of 1960s Ivy League style, popularised by GANT with a soft construction and natural shoulders.

The 1970s saw the rise of the casual chino over tired tailored trousers, the ‘80s went mad for the piqué polo and in the ‘90s GANT took the heavy rugger off the sports field, and introduced it to mainstream fashion. Come the turn of the century, the varsity jacket established itself as a collegiate style statement, and finally, in the 2010s nothing beat a classic cable-knit sweater for comfort or style.

In the campaign, GANT shines a light on these wardrobe staples, exploring their iconic status as cornerstones of preppy American menswear. Take a closer look at the short film below, and read on to explore seven of our favourite designs – each inspired by a different decade in GANT’s history.

The magnificent seven

Meet The Jackals favourite GANT icons; seven easy pieces that represent the best of American menswear from the last 70 years, brought right up to date.

Read more about Seven Decades, Seven Icons at gant.co.uk