Ivey Leaguers in white shirts

How Gant helped define the 1960s collegiate look.

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Did you know that fashion brand Gant helped define the Ivey League look in the 1960s? Well, now you know. And there’s more: its shirts have since been worn by Ivey Leaguers and world changers, like Pulitzer Prize winner Tracy K. Smith, pioneer of colourfield painting Natvar Bhavsar and technology entrepreneur George Wiener. The brand is pretty pleased with its influence on the collegiate look, so it recently created a new global platform and marketing campaign that “showcases this rich and authentic shirtmaking history through one man’s eyes as an Ivy League-campus drycleaner owner – then and now” in a video, created with the help of BETC. It’s also launched some outdoor posters that carry the same tagline of, “They changed the world. Not the shirt.”

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Brand: Gant
Agency: BETC
Creative directors: Rémi Babinet, Filip Nilsson, Rosie Bardales
Art director: Alphons Conzens
Copywriter: Adrian Skenderovic