The own brand was a success right from the start and its casualness and sportiness made it the archetype of American sportswear. Characterized by the lifestyle on campus and the east coast as well as the Ivy League – a league of elite universities that stood for academic excellence, sport, prestige and tradition. A term that defined a new, casual style that would change American fashion forever. This style became known as the Ivy League or East Coast look and GANT adopted this new fashion direction. GANT experimented with different fabrics and new cuts, contrasted the rather pale colors of the 50s with fresh, strong colors and patterns such as checks and stripes and thus played a leading role in the creation of this new, fresh look. 

Having a legacy and a true story creates authenticity and credibility. A valuable foundation for a brand. After all, how are you supposed to know where you're going if you don't know where you're from? Tradition can be so modern.

“Premium is a community – a platform for communication and inspiration, both online and offline! Together we are creators of the fashion industry, reinventing the narrative and are the future of fashion.”

Sebastian Geist

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