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GANT UNVEILS SS24 COLLECTION: 90S IVY MEETS THEMEDITERRANEAN


American Sportswear brand, GANT, launches its Spring/Summer 2024 collection.

This season, GANT takes inspiration from Mulberry Street in New York, where 90s prep meets Ivy grunge, resulting in a collection that reimagines timeless pieces with a modern silhouette. In the earlier months of the season, the color palette is a harmonious blend of classic naval shades of blue and navy, complemented by a spectrum of beiges, grays, creams, and whites.


Highlight colors include classical reds, sunny yellows, dusty ivy greens, fresh pinks, and indigo blues seen in track and varsity jackets, heavy ruggers and silk ties. The prints and graphics in the earlier months pay homage to classical nautical and collegiate elements, featuring a fusion of nautical and ivy stripes, gingham checks, spring madras, and authentic varsity graphics. For women’s styles, monograms and florals come alive through new prints and jacquards on both separates and elevated summer coords.


As the season progresses, GANT embarks on a vibrant Mediterranean holiday, drawing inspiration from the American summer wardrobe with a European twist. Later, they introduce tailored yet relaxed essentials, including linen overshirts, pleated skirts, and chino shorts for both men and women, infusing American sportswear with a cosmopolitan flair.


The color palette features natural linen shades, earthy tones of beige, brown, and khaki green. The accents are more playful, mixing vibrant hues with soft pastels, perfectly embodying the spirit of summer. Shades of sunflower yellow, papaya orange, soft pastel blue, pink, coral, sage, and hints of turquoise and lime green come to life in Hawaiian print shirts and textured polos. In this phase of the collection, graphics celebrate pre-summer classics, including candy stripes, colorful collegiate stripes, retro-inspired large tropical leaf patterns, and artistic geometrics.


This season, the brand invites you to embrace the essence of relaxed confident elegance, whether you’re strolling through the streets of New York or savoring the Mediterranean sun.” says Christopher Bastin, GANT’s Creative Director. For the first time, this season, GANT introduces a line of womens swimwear to accompany the men’s collection, with a range of swimsuits, separates and accessories.

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