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.
Why This Trend Is Growing
- Heritage Sportswear
- The rebranding campaign by GANT focuses on heritage sportswear as a way to celebrate exceptional individuals and timeless style.
- Brains Over Beauty
- The GANT campaign champions brains over beauty, targeting individuals from all walks of life.
- Timeless Style
- The campaign focuses on timeless style, reminding consumers that GANT has been a classic brand for years.
Industries Being Reshaped
- Fashion Retail
- The fashion retail industry can incorporate the concept of heritage sportswear into their branding and marketing strategies.
- Advertising
- The advertising industry can focus on championing individualism and placing emphasis on brains over beauty to appeal to a wider audience.
- Dry Cleaning
- The dry cleaning industry can incorporate the concept of timeless style in their services to appeal to customers who value high-quality fashion and clothing care.
