Gant

The story of the Gant fashion house begins with Bernard Gantmacher, a young man from Ukraine whose path took him far beyond the borders of his home country. As a teenager, he ended up in New York, where he studied and worked as a tailor. In the vibrant city, he also met his future wife Rebecca Rose, who worked with buttons and buttonholes. But before he could really gain a foothold in New York, he was drafted into the First World War. When he returned in the 1920s, he was determined to realize his dream: With ambition and craftsmanship, he wanted to make it big in the new world.

Together with his partner Morris Shapiro, Bernard Gantmacher founded the Par-Ex Shirt Company, in Brooklyn, specializing in the manufacture of shirts. The new company was so successful that in 1927 it moved to New Haven, Connecticut - a city with a rich textile tradition and home to the world-famous Yale University. Here, Gantmacher continued to refine his craftsmanship and established himself as a master of his trade.

The years passed and the family grew. Bernard Gantmacher's sons Marty and Elliot, who helped out in the factory, soon had their own ideas about what to do next. But the Second World War threw a spanner in the works. On their return, they studied business administration and marketing and realized that America was changing. The time of pure contract manufacturing was over. So they convinced their father to abandon the old business model. Instead of making clothes for other brands, they wanted to sell perfectly tailored shirts under their own label.

In 1949, the time had finally come: the brand Gant was born. With the iconic button-down collar, which was inspired by British polo shirts, the brand defined a sporty, elegant preppy look that became increasingly popular after the Second World War. In addition to excellent fit and quality, Gant added another accent: color. Instead of the traditional white shirts, the brand introduced fresh shades of color to men's fashion, setting a new trend.

Over the decades, Gant grew steadily and expanded its range. Today, the company is known for far more than just its shirts: The shirt manufacturer has become an international lifestyle brand that offers fragrances, polo shirts, pullovers, chinos, accessories and home textiles, among other things - always with the aim of combining classic designs with a modern twist. One of the first perfume creations was "Adventure" - a men's fragrance that combines fresh, aromatic notes with warm accords.