GANT Rugger is Big on Beards in their A/W ‘10 Lookbook

 - Sep 4, 2010   Updated: Jul 14 2011
References: gant & selectism
GANT Rugger has always been the cooler, less academia-preppy extension to GANT. Although the line is heavily influenced by GANT, this GANT Rugger A/W '10 collection is definitely more rebellious and rugged. 

In the latest lookbook for fall/winter 2010, the focus was on a burly bearded model featured in every shot. Check out the featured gallery to get a glimpse of this GANT Rugger A/W '10 line on this bearded model

Implications - As counter-cultures continue to gain popularity in mainstream media, corporations are integrating popular motifs of this subculture, such as beards and mustaches, into their product lines in the hopes of enticing cutting-edge consumers into buying wares.