To enhance its presence in Paris, Gant, renowned for its iconic East Coast American style, strategically chose the back-to-school period for a collaboration with the renowned Parisian concept store, Merci. Running from September 1 to October 8, Gant will occupy a 50-square-meter ephemeral space within Merci, showcasing the GantXMerci collection, featuring four pieces, including a baseball jacket and sweatshirts. Alongside this collection, they will present a selection of Oxford shirts, collegiate-style jackets, and rugby-inspired apparel.
Arthur Gerbi, CEO of Merci, highlighted the alignment between Gant and Merci’s styles, emphasizing that «Merci embodies an authentic way of life, just like Gant.» The collaboration also includes Gant’s Revolve Shirt Shop, a collection of vintage shirts curated by Christopher Bastin, the brand’s creative director.
In addition to this collaboration, Gant has reopened its 150-square-meter store at 41 Boulevard des Capucines in Paris. This expansion in Paris follows the recent opening of Gant Studio in New York, paying homage to the brand’s roots in the city where founder Bernard Gantmacher crafted his first shirts in the 1950s.
The Paris Gant Studio reflects the brand’s sportswear heritage with a color palette inspired by mid-century interiors, incorporating elements of Ivy League collegiate style and featuring carefully selected furniture. The studio showcases Gant’s Autumn/Winter collection, blending historical sportswear codes with 1990s cuts and colors.
With this strategic push in Paris, Gant aims to reinforce its presence in the fashion capital, continuing its evolution as an iconic American brand.
MF Brands, the parent company of Gant, currently operates 29 boutiques in France and boasts approximately 600 points of sale in 70 markets, with a reported turnover of around 403 million euros.