GANT is one of the best-known luxury casual and sportswear brands in the world. The history of this brand, created in 1949, began in the early years of the twentieth century when Bernard Gantmacher arrived in New York from Ukraine. Without any resources, he began working at night on the Lower East Side, Manhattan's fashion district, to pay for his pharmacy studies. He began sewing shirt collars, proving to be a great specialist, and in the same company, he met the woman who would become his wife, a seamstress specializing in buttons and buttonholes, which formed the foundation of the preppy apparel brand that we know today. In line with its commitment to product reuse, GANT is launching a garment rental system in its flagship stores in London and other international cities. This Spring/Summer 2022 season will feature a capsule collection intended for rental.
Garment rental isn’t the only commitment to sustainability that the company is carrying out. The cotton used will be 100% organic by 2022 thanks to the Better Cotton Initiative project. Another recycling measure is the Ocean Prep garments, which use plastic reconverted into yarn for their production. With this framework of sustainable activities, GANT is putting its commitment to the environment and its ethical responsibility into practice. It was the popular American fashion company Gap, that first set the bar within the textile and fashion industry in favor of circularity and new ways more sustainable and committed to the environment by launching a limited edition of its iconic "Heavy Rugger" shirt. The shirt is now presented with a new upcycled identity, but without renouncing the characteristic lines and colors that have made it one of the basic pieces of all its collections. Coinciding with the 50th anniversary of the moment in which Gant introduced, for the first time, this model of the shirt inspired by rugby uniforms as part of its men's line, now the firm revisits and deconstructs it to give shape to "Remake".
A unique capsule collection of garments made from surplus from previous collections, which we will find already on sale -only for a limited time- through the brand's online store and a small number of selected stores. A proposal with which the brand seeks to pay tribute to a garment with more than 200 years of history, which Gant was precisely one of the main responsible for bringing from the field to our closets. Gant's 7 Principles for a New Sustainable Model Far from being a one-off action, the launch of "Remake" is part of the new sustainability strategy "7 Rules" implemented by Gant. An initiative that the company presented last year, based on the principles of "Refresh", "Repair", "Reuse", "Rent", "Regenerate", "Remake" and "Recycle", as pillars from which to encourage new practices, lines of action and alternative business models that allow the company to move towards more sustainable systems that are more committed to the environment. "In the case of Remake", according to the company itself, "Gant wants to inspire and invite its customers to take joint responsibility for prolonging the life of their garments". For this purpose, it uses a collection that "aims to encourage to create something new from something old, instead of throwing it away". 100% Organic Cotton GANT believes that buying organic cotton is investing in a more sustainable future world. Throughout 2022, the brand has replaced all conventional cotton with organic cotton, Better Cotton Initiative cotton, recycled cotton, regenerative cotton and transitional cotton. Organic cotton is produced and certified according to organic farming criteria; that is, natural processes are used in its production instead of artificial products, such as toxic chemicals. Organic cotton is not only more natural, but also more sustainable. Conventional cotton uses much more water than organic cotton, as 80% of organic cotton's irrigation water comes from rainfall, reducing pressure on the area's water resources. Given that two-thirds of the world's population could suffer the consequences of water shortages by 2025, it is now more important than ever to invest in cotton produced more sustainably and safely for farmers and families.