Gant

In the 1950s and 1960s, GANT chose young and modern individuals who preferred casual clothing as its target audience. The brand quickly gained popularity, especially in prestigious American universities, thanks to unique details in its shirts, such as the locker loop, collar button, and colorful cuffs. Becoming a successful brand in a short time, GANT was also favored by many distinguished individuals, including U.S. President John F. Kennedy. In 1980, three Swedish entrepreneurs acquired the brand’s licensing rights, maintaining its American essence while incorporating a more modern and fitted European style into its collections.