After being teased earlier this week on social media, today Gant unveiled a bold new marketing campaign. A high-production video on Gant.com features an elderly campus dry cleaner narrating the story of all the changes he’s seen over the past 50 years, spoken over footage of campus-quad touch football, herringbone-clad students carrying picket signs, poetry readings, dances, and other ’60s-inspired collegiate scenes.
The tagline at the end of the video — “they changed the world, not the shirt” — is superimposed over a white buttondown, as an authoritative voice says, “Gant, shirtmakers since 1949.”
The marketing campaign also includes profiles of half a dozen modern pioneers in a variety of fields, as well as presentation of a new collection called Diamond G, named for an emblem that once appeared on the tail of Gant shirts.
The copywriting includes this important line for all makers of buttondowns to note:
The collar is non-fused, which gives it that effortless vibe.
The oxford-cloth shirts, priced at $99, are alpha-sized and therefore intended for a younger, sport shirt-wearing consumer rather than a dress shirt-wearing desk jockey. There is much more neo-prep content to browse on the brand’s site, including the use of “blazer” for sportcoat, but that’s the fashion industry for you.
The best part of Gant’s heritage-fueled campaign is this video about the brand’s history, a must-see for all fans of Ivy League Look history. — CC