Situated at 59 Greek Street, this vintage-themed pop-up celebrates the brand’s journey from its inception in 1949 by Bernard Gantmacher in New Haven to its current status. It highlights seven decades of preppy fashion and enduring craftsmanship, examining GANT’s impact on Ivy League style and its distinctive fusion of American sportswear with European elegance.
The pop-up features GANT’s special 75th Anniversary capsule collection, showcasing a limited selection of archival replicas, including classic rugby shirts, pinstripe Oxford shirts, vintage silk ties, five-panel caps, and varsity jackets, all emblematic of the GANT brand. Starting September 17, the pop-up will be open to the public, hosting exclusive events throughout the week. Highlights include live performances by South London’s Balamii Radio featuring Grace, Last Nubian, and Wussah, and customisation of GANT pieces by renowned graphic designer Nick Dynan of Me Old China.



The new campaign and limited-edition collection features a film with a notable cast, including Matt Dillon, Infinity Song, Throwing Fits, Tony Özkan, and Eleonore Jeanne, directed by the renowned Matthew Frost and photographed by Tom Schirmacher. In the campaign, the cast explores a vintage store in New York, choosing timeless GANT pieces and engaging in candid interactions, capturing the essence of the brand’s heritage and its journey over the past 75 years.
“What better way to celebrate 75 years of American Sportswear than to feature Matt Dillon, supported by Throwing Fits, in a vintage store filled with GANT clothing, and have Infinity Song perform a Broadway-style musical number?” says Christopher Bastin, GANT’s Creative Director.
The Anniversary Collection is a limited-edition capsule featuring archival replicas, including heavy ruggers, essential Oxford shirts in pinstripes and candy-striped poplin, and twill and flannel pieces inspired by styles from the 1950s onward. Highlights include a full-leather varsity jacket from the 1980s reimagined in vegetable-tanned leather and a classic Ivy Harrington jacket from 1997 updated to a light olive khaki shade.



“We poured our hearts into this anniversary capsule, recreating some of our favorite pieces from the past seven decades. The result is a personal and curated selection of our legacy in American sportswear,” says Bastin. “It’s commemorative without being overly nostalgic; everything feels very contemporary and now. It’s a testament to how iconic clothing stands the test of time and trends.”
Bastin personally built the GANT archives over the years by scouring eBay, online sites, and vintage stores. The company had pieces from the 1980s onward, and Bastin has now added items from 1939 to 1979, creating a comprehensive collection that informs the new capsule.
Currently, GANT is sold exclusively online and at the 240 Mulberry shop. The brand aims to rebuild its presence in the United States and eventually partner with a major department store.
Shop the GANT 75th-anniversary collection at GANT.com.
Words Kelsey Barnes