American sportswear and lifestyle brand Gant celebrates its 75th Anniversary during London Fashion Week with a vintage-inspired experiential pop-up, showcasing the evolution of American prep.
The brand was first launched in 1949 by Bernard Gantmacher in New Haven and it started with the archetypal Oxford shirt and later became one of the first brands to develop rugby shirts.
The pop-up charters its journey over seven decades, combining American sportswear with European sophistication. Gant represents prep fashion and timeless craftsmanship, influencing the Ivy League style, with structured button-ups, collared polos and varsity jackets.
The pop-up will also have Gant’s 75th Anniversary capsule collection on display, featuring a limited run of archival replicas, as well as the latest Fall/Winter 2024 collection, including vintage silk ties, scarfs and five-panel caps.
For LFW press and buyers can use the pop-up as a place to rest between shows. The brand will also offer rides to their next show in one of the six luxury vintage sports cars parked outside the pop-up.
The pop-up will open to the public on the 17th of September and will host exclusive events such as South London’s Balamii Radio, with live performances from Grace, Last Nubian, and Wussah. What's more, renowned ceramist and graphic designer Nick Dynan (of Me Old China) will be customising Gant pieces with his signature artwork.
Brand ambassador Danny Lomas will host a panel discussion on the evolution of preppy style, featuring Gant Creative Director Christopher Bastin, vintage expert and Creative Director of Too Hot Limited, Ollie Evans, and writer Lucy Broome.
The celebratory retro-inspired pop-up os free to attend and welcomes visitors to discover Gants' vintage aesthetics in sportswear and beyond.
When: 17-22 September 2024, 11am
Where: 59 Greek Street, London
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