LONDON — Gant is tapping into technical fibers with the launch of its men’s tech prep range, WWD has learned.
“We thought we had an opportunity here of bringing innovation into products that still look very preppy,” said Gant president and chief executive officer Patrik Nilsson.
Specially woven fibers offer quick-dry, breathable and cooling effects. Garments are made from fabrics that are treated with a fast-drying and anti-absorbant finish to regulate body temperature.
The 23-piece collection includes shirting and knitwear. Key pieces include a chambray shirt in a classic button-down collar style, a fitted check shirt, a blue stripe shirt, as well as a pique jersey style. The range is priced from 85 pounds, or $106, for a shirt to 150 pounds, or $188, for a sweater. It will be available for purchase this month in stores and the brand’s web site.
Nilsson noted that 20 percent of the brand’s total business is from shirting and believes that it will grow to 30 percent by 2020. He said that the company tested the shirts while running a company relay race and marathon at Bellmanstafetten in Stockholm. “We had over 200 people from the company run,” noted Nilsson. “And all of us ran in those shirts so we really tested it beforehand — and it works.”
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The brand recently relocated its Regent Street store across the road, moving into a space formerly occupied by Hugo Boss at 184-186 Regent. It spans 4,449 square feet across two floors and is located between Hamley’s and Kate Spade. The label has a presence in 70 countries with 700 stores and 3,000 points of sale.
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