Gant unveils his archives in Berlin

Gant, one of America’s oldest and most authentic sportswear brands, has opened an exhibition and installation in Berlin to celebrate its 75th anniversary.

The exhibition, held at Highsnobiety’s new flagship store in Berlin, aims to tell the story of this authentic American East Coast brand since its founding in 1949.

Gant archive installation

The installation opens on April 12 and can be seen in the heart of Berlin Mitte until May 8.

Curated by Herbert Hofmann, VP creative and buying, Highsnobiety, the exhibition sheds light on the history of one of the first American sportswear brands, explores its influence on the fashion industry and showcases iconic pieces such as Old Oxford button-down shirts, college classics and Ivy League memorabilia from its founding in New Haven in 1949 to the present.

Gant archive installation

“Gant has a rich heritage in American fashion. A look through the company’s archives reveals decades of innovation and timeless designs. The brand embodies the essence of classic American design, making it an attractive choice for those seeking tradition and quality,” said Hofmann.

The idea to create the exhibition came from Gant’s creative director Christopher Bastin, who thought it would be a good idea to open the brand’s archive and show it to a large number of consumers and insiders.

Gant archive installation

“When I joined Gant in 2005, I realized that there was absolutely nothing in our records from the first thirty years, absolutely nothing. So I started putting together a completely new brand archive. Today, the Gant Archive contains thousands of pieces representing our history from 1949 to the present,” Bantin explains.

“Last year we started opening our archive to the public with the intention of democratizing it and making it accessible to everyone. “I didn’t want it to be a boring history lesson with ‘don’t touch’ signs, but for everyone to be able to look at it, touch it and even try it on if they wanted to,” he explained.

Gant archive installation

The installation is accompanied by an exclusive interview with one of the founders, Marty Gant, that takes visitors on a journey back to 1950s Americana.

Gant archive installation
April 12 – May 8
Highsnobiety Flagship Store
Onder den Linden, 40
10117 Berlin
Germany

Opening hours: Monday to Saturday, 11am – 7am

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