One of several race specific news items to come from a live press conference held by race organizers today is a fresh apparel partner for the 24 Hours of Le Mans. American clothing brand Gant has signed on for a three-year partnership with the iconic endurance race to create an official capsule collection dubbed GANT x Le Mans.
Outwardly, the pairing is somewhat reminiscent of the time IZOD paired with the Indy Car series. Though not a title sponsor as IZOD was with Indy, GANT seems an interesting pairing with racing itself. The brand isn’t directly known for its racing ties, and this certainly offers a fresh perspective on the lifestyle label.
Granted, this is likely a French market tie-in for the Gant brand. It remains to be seen whether the goods will be available in the USA as well, though we’d guess that’s unlikely given the only promotional materials we’re finding on the coupling is found in French language and on French market websites.
For the determined buyer, we’d suggest watching the French market sources. The full press release from Le Mans suggests the collection will go on sale in May on the brand’s website (fr.gant.com/le-mans/). Should you make it over to the 24 Hours of Le Mans in June, there’s no doubt the line will also be available at any number of official clothing boutiques around the track.
[PRESS RELEASE] GANT Becomes Official Clothing of the 24 Hours of Le Mans
source: LeMans.org, translation by ChoiceGear
The American lifestyle brand GANT has signed a three-year partnership with the 24 Hours of Le Mans, the most famous endurance race in the world. As of the next running, on June 17 and 18, 2017, GANT will become the partner and official apparel supplier of the event. A capsule collection GANT x Le Mans will also be available from May 2017, with an exclusive online launch, 24 hours before the official sale in store.
Since 2015, GANT has developed a new image targeting an active and fashionable clientele, offering products combining aesthetics and technicality for all of its collections. Thus, with innovative products and authentic communication driven by the passion for the product, GANT aspires to become the premier “lifestyle” brand by 2020. The GANT x Le Mans capsule collection marks the first collaboration since this change of image.
“Just like the 24 Hours of Le Mans, innovation is at the heart of the GANT spirit. The endurance race continues to push the limits of what is possible through innovation and performance, in the same spirit as GANT, which continues to learn and innovate in terms of design, “emphasized Brian Grevy, Director of Marketing and Patrik Nilsson, CEO of the company GANT.
“GANT is the prestigious partner that was needed at the 24 Hours of Le Mans,” said Pierre Fillon, President of the Western Automobile Club. “The youthful nature of its style, the elegance of its creations correspond perfectly to the spirit LE MANS that is dear to us! This is also in line with our desire to open up and boost the image of the 24 Hours of Le Mans. Showing his passion for racing will be more than ever a pleasure. This partnership has already designated its first winner: the public! ”
Since the first edition of the 24 Hours of Le Mans in 1923, racing has played an important role in the rapid development of the automobile and technological progress. It has become one of the most prestigious races in the world.
After an interruption during the Second World War, the 24 Hours of Le Mans resumed in 1949. The same year saw the creation of the GANT brand in New Haven, in the United States. This concordance of time forms the basis of the partnership’s inspiration
The contract was negotiated by IMG Licensing, the agency responsible for marketing the license fees for the 24 Hours of Le Mans brand.
For the visual and graphic identity of the collaboration, GANT worked with Jonas Bergstrand, illustrator and Swedish graphic artist, famous for his work including FIFA, The Motorist magazine, Soho House club and The New Yorker magazine. “I’ve been a fan of Jonas Bergstrand for many years,” said Matthew Wood, Creative Director at GANT. “I loved his work for The Motorist and his seductive aesthetic reminiscent of the American mid-century art movement. At GANT, we have a rich legacy of collaborations with talented artists who have created superb illustrations for our products over the years. So it seemed quite natural to invite Jonas to join us to work with the whole team on this capsule collection. ”
Like all the GANT collections, the “24 Hours Le Mans” capsule is centered around the shirt, but also offers polo shirts, blazers, pants and accessories for men, women and children.
The collection consists of Tech Prep products. An innovation signed by GANT combining sports technology in a classic casual look. Tech Prep is made up of intelligent materials allowing fast drying and very good breathability. You will always be prepared, no matter what life reserves for you.
The line will be offered for sale on the website, in all shops and in a selective distribution network from May 2017.
For more information, please visit: http://fr.gant.com/le-mans/
The ultimate lifestyle brand, GANT combines European elegance with the American sportswear style of its origins. GANT offers high-quality clothing lines for men, women and children. Watches, sports shoes, glasses and furniture also carry the license of the brand GANT. Founded in New Haven, Connecticut in 1949, its values are based on a legacy from the Ivy League on the east coast of the United States. Since then, GANT has continued its development towards European sophistication and now enjoys an international presence in more than 70 countries with more than 750 stores and a selection of 4000 points of sale. For more information, visit fr.gant.com