# Burly Bearded Models GANT Rugger is Big on Beards in their A/W ‘10 Lookbook By Summer Luu | Published 2010-09-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/bearded-models-gant-rugger References: [selectism](http://www.selectism.com/news/2010/09/01/gant-rugger-autumnwinter-2010-looks/) & [gant](http://www.gant.com/gantrugger/#/collection) 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](https://www.trendhunter.com/trends/herdsman-sweater-collection). 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](https://www.trendhunter.com/trends/beard-in-a-box), into their product lines in the hopes of enticing cutting-edge consumers into buying wares. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 94% | Activity: 76% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Mainstreaming Counter-cultures:** Opportunity for corporations to integrate popular motifs of subcultures into product lines to entice cutting-edge consumers. - **Bearded Models:** Fashion industry turning towards more rugged and rebellious models to showcase their collections. - **Non-academic Preppy Style:** GANT Rugger showcasing a less traditional, more rebellious extension to GANT's traditionally preppy style. ### Sectors Adopting This - **Fashion:** Industry turning towards showcasing more rugged and rebellious models. - **Marketing:** Opportunity for marketing efforts to center around counter-cultures gaining popularity among mainstream media. - **Retail:** Opportunity for retailers to expand product lines by integrating popular motifs of subcultures into merchandise offerings. ## Related on Trend Hunter - [Heritage-Inspired Bold Workwear](https://www.trendhunter.com/trends/beams-plus-fw25.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Beard-Focused Premium Grooming Brands](https://www.trendhunter.com/trends/premium-grooming-brand.md) - [British Heritage Fashion](https://www.trendhunter.com/trends/baracuta-x-barbour.md) - [Scrapbook-Inspired Fall Fashion](https://www.trendhunter.com/trends/creative-class-uniform.md) - [Bold Urban Winter Boots](https://www.trendhunter.com/trends/ugg-autumn-winter-2025.md) - [Understated Men's Knitwear](https://www.trendhunter.com/trends/herdsman-sweater-collection.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Seaside-Influenced Fall Menswear](https://www.trendhunter.com/trends/fort-2.md)