GANT SETS SAIL
GANT’s Susanna Wendt, Dirk-Jan Stoppelenburg, David Arbuthnot and Douglas Geller
GANT launches a new scent for men that captures the nautical spirit of the New England coast. GANT, a global lifestyle brand, traces its heritage to New Haven, Connecticut where Bernard Gant introduced a line of shirts in 1949.
Today, GANT is a global lifestyle brand offering a full range of clothing for men, women and children, accessories and home furnishings. There are 650 GANT stores, 4 of which are in the US. In 1999, the Sweden-based GANT AB acquired the GANT brand from the Phillips-Van Heusen
Corporation. Although based in Sweden, GANT AB has remained true to its American roots, noted Dirk-Jan Stoppelenburg, the company’s CEO. He joked, “Swedes are the WASPs of Europe.”
The new GANT fragrance for men was developed by Robertet’s Perfumers Pierre Wulff and Jérôme Epinette. Inspired by the New England seacoast, it was formulated with notes suggesting the freshness of the ocean’s scent and the woody aroma of boats. Mr. Wulff explained the juice is a marriage of Robertet’s finest natural raw ingredients with modern, synthetic notes.
The fragrance opens with notes of Calabria lemon, coriander and Madagascan cinnamon bark. Its middle notes of Provence lavender, white Virginian cedar and marine accord are based on notes of suede accord, Australian sandalwood, North African cypress and black amber.
Mr. Wulff believes that “the Perfumer and the bottle Designer should be linked together,” and he worked closely with Pierre Dinand, renowned perfume bottle Designer who created GANT for men’s flacon. The indigo blue bottle, produced by Stoltzle, captures a nautical theme with its solid molded glass surface design inspired by the wicker baskets on America’s bygone cargo sailing ships. It is topped with a Bakelite cap.
GANT for men comes in a 1.7 oz. size for $65.00 and 3.4 oz., $89.50. The fragrance will be available in early November at GANT stores worldwide. It is sampled with a deluxe mini.
“Everyone [globally] respects the roots of GANT as a first-generation of American sportswear,” explained Mr. Stoppelenburg. “We want to reinvigorate GANT’s heritage in the US.”
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| Ms. Wendt (2nd r.) joins Robertet’s Jérôme Epinette, Pierre Wulff and Christophe Maubert. | The advertising image for the GANT fragrance for men campaign | Stoltzle produced the indigo blue flacon designed by Pierre Dinand. The nautically-themed display for GANT’s new fragrance for men |