This heritage shirt commercial from GANT reminds: "They changed the world, not the shirt." As a heritage sportswear brand, GANT begin an extensive rebranding this September with an innovative campaign celebrating exceptional individuals and timeless style.
The campaign focuses in on GANT's now iconic YALE shirts as styled by Americans of note from all walks of life. Artists, poets and entrepreneurs star in the campaign that champions brains over beauty, making this a rebranding that is as much about ideas as it is about style.
The print campaign is accompanied by a video set at a dry cleaners on an ivy league campus, as the owner watches future presidents, Nobel Prize Winners and artists come and go, but the classic GANT style remains.
GANT's rebranding keeps what the company does well, cleverly shifting its focus on what those who wear have done, while looking impeccably stylish.