Gant’s new digs on Wall Street are one of those Millennial-inclined, open offices replete with a fancy kitchen and pool table. The brand also has two new lines: Diamond G, a more upscale assortment that retails from $155 to $225, and Tech Prep, a performance-infused offering that sits under the Originals line.
As much as Justin Cupps, Gant’s president of North America, who joined the company in 2014, wants to push the business forward in this market, he’s still steadfast about promoting Gant’s heritage as a shirt brand founded in 1949.
Shirts, as expected, were the foundation of each line. Tech Prep features moisture-wicking shirts made with Coolmax. The Diamond G line, which will be introduced at Nordstrom and The Trunk Club this month, included shirts constructed with Thomas Mason fabrics and supplemented with pieces such as jeans made with Italian denim, knitwear and parkas.
The Rugger line, Gant’s younger assortment, offered more inventive takes on the shirt, including a bomber style made from poplin cotton and a suede shirt.
Gant’s commitment to the shirt is clear, and new additions to its assortment will also help Cupps further establish Gant as a premium brand in North America.