American heritage brand GANT marked its 75th anniversary with a six-day pop-up event in the heart of Soho, London, from September 17-22. The experiential space on Greek Street paid homage to the rise of preppy fashion, blending nostalgia with a modern edge. Guests explored seven decades of GANT’s storied history, immersing themselves in vintage treasures while browsing the exclusive 75th anniversary capsule and the latest Fall/Winter 2024 collection.
Founded in 1949 by Bernard Gantmacher, GANT began as a pioneer in shirtmaking, debuting with the iconic Oxford shirt and later helping define rugby shirts. Rooted in the American Ivy League aesthetic, GANT effortlessly fused sharp European tailoring with classic sportswear — think crisp button-ups, polo shirts, and varsity jackets. Over time, these staples have seamlessly transitioned into the streetwear world, where GANT continues to influence with its high-quality, sports-inspired designs. The pop-up brought this evolution to life with an impressive array of archival pieces, tracing GANT’s journey from the 1940s to today.
Artist and designer Nick Dynan, known for his quirky creations under Me Old China, was on hand to add his playful touch to GANT pieces. South London’s Balamii Radio set the scene with a carefully curated playlist, spotlighting London’s up-and-coming music talents, including live sets from Grace, Last Nubian, and Wussah. Fashion podcast host and GANT ambassador Danny Lomas hosted a panel discussion that delved into the enduring influence of preppy style on youth culture. Panelists included GANT’s Creative Director Christopher Bastin, vintage aficionado Ollie Evans of Too Hot Limited, and writer Lucy Broome.
The FW24 collection showcased everything from classic rugby shirts to varsity jackets and included nods to GANT’s roots with vintage silk ties, scarves, and five-panel caps. This event wasn’t just a celebration of fashion—it was a celebration of GANT’s rich legacy and its lasting impact on style.
Now let’s see some items from this collection
All collection you can find on GANT anniversary page.
