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Sep 8, 2023

Could it be a nod to American collegiate culture, a historical touchstone for the brand? Gant has strategically chosen the back-to-school period to amplify its presence in Paris. The brand, part of the MFBrands group (which includes Lacoste, Aigle, The Kooples, and more), with its roots firmly embedded in the American East Coast, is embarking on a collaboration with the renowned Parisian concept store, Merci.

Gant sets up shop at Merci – Gant

From September 1 to October 8, Gant will take over a 50-square-meter ephemeral space within the famous multi-brand store located at 111 Boulevard Beaumarchais. During this period, Gant will showcase, along with the GantXMerci collection consisting of four pieces in various colors including a baseball jacket and sweatshirts, a selection of Oxford shirts, collegiate-style jackets, and other rugby-inspired apparel.

“Gant has inspired the world with its iconic East Coast American style. Since its inception, Merci has adored reinventing the preppy-chic look typical of the Ivy League spirit, adapting it to the Parisian lifestyle,” explained Arthur Gerbi, CEO of Merci. “Merci embodies an authentic way of life, just like Gant.” The pop-up also offers a glimpse into Gant’s Revolve Shirt Shop, a collection of vintage shirts curated by Christopher Bastin, the brand’s creative director.

“I’ve been a loyal customer of Merci from the very beginning,” said Bastin. “I remember the first time I entered this store in 2010; I was impressed by the mix of fashion, decor, and kitchen utensils… and that iconic little red car! Whenever I’m in Paris, I make sure to visit. It’s a real pleasure to collaborate with the Merci team; they truly understand the Gant spirit. For us, this collaboration is an original way to present our rich and authentic history to Parisians and show how our brand has evolved in recent years.”

Inside the pop-up at Merci – Gant

In keeping with this strategy of heightened visibility in Paris, Gant has also reopened its 150-square-meter store at 41 Boulevard des Capucines, situated between the Opéra Garnier and the Madeleine, on September 1.

Just three months ago, the brand inaugurated its first Gant Studio in New York at 240 Mulberry Street, in the Nolita district. This was a logical move for the chic American sportswear brand, as its founder, Bernard Gantmacher, crafted his first shirts in the city in the 1950s. Featuring waxed parquet floors, leather armchairs, and light wood furnishings, the New York studio serves as both a showroom and an event space in a setting with white brick walls and subway-style tiles. This same spirit resonates within the new Gant Studio in Paris.

“The color palette, with shades of green and honey beige, references Gant’s sportswear heritage, complemented by nods to the brand’s Ivy League collegiate roots, with graphic elements such as stripes,” stated the brand in a press release. “Materials like walnut and cherrywood draw inspiration from mid-century interiors. The furniture is carefully selected to reflect the ambiance of university campuses, featuring pieces like wooden desks and library lamps. Customers can also explore inspiring corners, such as the Lounge area with a green velvet sports club sofa and a space inspired by the New York subway, with white tiles from floor to ceiling.”

In this new environment, the brand presents its new Autumn/Winter collection, drawing on the historical codes of sportswear while seamlessly integrating the cuts and colors of the 1990s.

MF Brands currently boasts 29 boutiques in France and approximately 600 points of sale in 70 markets. The MF Brands group reports a turnover of around 403 million euros on its website.

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