GANT, a global lifestyle brand founded by Bernard Gant in 1949, is set to launch its first fragrance, GANT for men, in early November. Keeping true to the brand’s heritage in New Haven, Connecticut, the new scent was created to capture the nautical spirit of the New England coast.
GANT, a Sweden-based company which offers a full range of clothing for men, women and children, as well as accessories and home furnishings, occupies more than 600 stores, including four that are located in the U.S. In 1999, GANT AB acquired GANT US from Phillips-Van Heusen Corporation, giving the brand the opportunity to go global.
The fragrance—developed by Robertet perfumers Pierre Wulff and Jérôme Epinette—was formulated with notes to suggest the fresh scent of the ocean and the woody aroma of boats. Tar, ocean and wood scents blend with notes of lemon, coriander and lavender to create a remarkably masculine aroma.
Robertet’s Jérôme Epinette, Pierre Wulff and Christophe Maubert with Susanna Wendt of GANT (2nd r.).
“The juice is a marriage of Robertet’s finest natural raw ingredients with modern, synthetic notes,” said Wulff.
To continually embrace the nautical theme, Pierre Dinand, renowned perfume bottle designer for over 50 years, worked with Stölzle to create an ocean blue, solid molded glass bottle with a surface resembling braided wicker that was used for making transport baskets on boats in the early days of seafaring.
“Pierre and I have worked together many times, and I must say we’ve been very lucky to have had the opportunity to do so,” said Dinand. “It’s not often that the perfumer and the bottle designer get to spend time together, which in my opinion is a big mistake—because the fragrance and its bottle should be very closely linked together.”
GANT’s Susanna Wendt, Dirk-Jan Stoppelenburg, David Arbuthnot and Douglas Geller.
The fragrance will be priced at $65.00 for 1.7 oz. and $89.50 for 3.4 oz., and will be exclusively sold at GANT stores worldwide.
“Everyone [globally] respects the roots of GANT as a first generation of American sportswear,” said Dirk-Jan Stoppelenburg, CEO of GANT AB. “We want to reinvigorate GANT’s heritage in the U.S.”
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