Part 14 - Gant x
"Never Stop Learning" x
"When You Think For Yourself, You Can Be Tastefully Different" x
"If You Don't Know Where You're Coming From, You Don't Know Where You're Going" x
Berl Gantmancher; a Jew, of Ukrainian descent, set sail to New York (Ellis Island, via Rotterdam), in search of The American Dream, in 1907, at the tender age of 17.
Like many immigrants, who came before him; in strong pursuit of success, he went on to Americanize himself, by altering his name to Bernard.
He became enrolled in the US Army, as World War I broke out and fought in France, as a result.
Having completed Military Service; when he wasn't studying the intricacies of the Pharmaceutical world, via Columbia University College, he was drawn in to the hustle and bustle of the Garment District.
There, he would find work in the needlework firmament, via assembling well tailored clothes, in a pretty tough sewing environment.
However, this would later turn out to be a highly valuable experience for him; resolutely galvanising him, in the fundamental world of fashion.
As beautiful fate would have it, he would meet Rebecca Rose; a seamstress, who particularly specialised in sewing buttons.
After graduating from University, they would go on to marry and then, alongside business partner, Morris Shapiro, they established their Par-Ex Shirt Company, operating in Brooklyn, before expanding rapidly; relocating to the heady heights of Connecticut, in 1927.
Both of their sons (Elliot and Marty), enlisted themselves into the US Army, for the duration of World War II, before returning to study at The University of Connecticut.
Elliot and Marty graduated, loaded with extra firepower, for the furthering of Gant's rise - (Elliot - Marketing), (Marty - Business Administration).
A potent wave of Italian immigrants would go on to make New Haven (Yale country), a real breeding ground for skillful clothier worksmanship, thoroughly enhancing the textile manufacturing industry.
This healthy scenario, combined with their parents' positive and innovative ethics, would later encourage both sons to work inside the Gant Inc. Factory, (founded, in 1949), where they would start off old school; sweeping floors, before learning how to fuse shirt collars.
They went on to become highly instrumental in Gant's driven heritage, due to their curious, savvy, keen, creative eyes.
Particularly, when it came to the rise of the Yale Movement, which went on to determine the entire change of American Fashion, as we know it, right down to ties and toothpaste!
The brothers wholly immersed themselves in music, sport, fashion and art.
By doing so, they accelerated, what is now, the permanent vision of Gant, as a label and as a global brand.
They promoted a staunch formula, that moved them away from Par-Ex (where the Company made shirts for the ilks of Brooks Brothers), to venture out and create their own wonderfully tailored shirts.
By separating the wheat from the chaff, they nailed their sophisticated family flag to the mast, by advertising the brand in such a Metropolitan way, via The New Yorker.
Cut from the same substantial cloth as their parents, only the absolute best would cut the mustard.
They perfectly incoporated first class fabrics/colours (think Madras Et Al), strongly derived from the '50's Oxford Colour Explosion; superbly utilising them to generate the classic Ivy League, "preppy" style, that the well executed brand is globally renowned for, today.
Their sagacious attention to detail, was so finely tuned, that even the representative staff were banned from wearing anything plain, such was their nature for success!
Post-War Military Men would now be proudly seen wearing Gant, due to the clean cut/casual essence of their pioneering designs, via the distinctive, evolving boom of the Middle Class era.
In 1955, Berl Gantmacher, sadly passed away but his entrepreneurial, beautiful roots/spirit would live on.
The '70's would see the rise of their niche sportswear collection (Gant Rugger, 1974), before being bought out by a passionate Swedish consortium, guiding the brand to an even bigger International Audience.
In 1995, Gant's first European store opened in Amsterdam, followed by their first American store, in New York, in 1997.
The Diamond G; the signature stamp on their revolutionary clothing, highly illuminates the sheer grade of exceptional quality, that each flourishing garment brings to the table.
This, alongside their other iconic emblem; a shield, embossed with the Stars & Stripes, masterfully pays homage to their American Dream.
In particular, the (Esquire) award winning button-down shirts (button tab/locker hoop/box pleat, back collar button Et Al), which they originally created and have permanently excelled in, ever since.
So much so, that they became notoriously/ culturally sexy for Women to formally wear or better still, attractively lounge around in (use your imagination!) x
(Historically; men would cut the locker loop off, as a sign of commitment, to their chosen woman).
It is not hard to see why the sustainable label's legacy is set in stone, nor why their tremendously smart/comfortable/durable/emblematic pieces, are seriously high on demand on the Terraces, where Football Casuals are concerned.
Invest in family. Be like Gant x