Gant brings back former creative director to lead brand into the future
The former creative director, who left his post in 2015, is joining the Stockholm-based label on October 1, and his realm of responsibilities will include key aesthetics, curated capsules for PR-driven projects and brand collaborations.
“I’m excited to be rejoining Gant as artistic director,” Bastin says. “It’s been four years since I left, and a lot has changed. Things are moving faster than ever, consumers are more educated, and the competition is even more fierce.
“During the time I spent running my own creative agency, working for brands like Frame and NN07, I’ve gathered new experience, knowledge and a point of view that I will be bringing with me. Gant is already a well-oiled machine and this is a great time for American sportswear.”
Bastin first joined the brand in 2005 as a shirt designer. He later rose to become head of design for Gant Rugger, a sub-brand which was dropped in 2018 to reduce consumer confusion. In 2012 he took up the role of creative director, a positiom he held for three years.
In his new role he will work across all creative platforms in close collaboration with Karen Vogele, who serves as EVP of product and design. Vogele will continue to have full responsibility for the product and design organisation, while Bastin will oversee the brand’s artistic direction.
“Christopher has a profound understanding of Gant and brings a creative infusion not only to the design department, but to the whole company,” says Brian Grevy, chief executive officer.
“This new role is cross functional, very creative and free, he will work with external collaborations and operate as a sounding board for everyone at the company. We’re thrilled to have him back!”
This year, the preppy label is celebrating its 70th anniversary by focusing on its heritage. The button-down shirt, club blazer, chino trouser and the varsity jacket are some of the brand’s hero pieces being highlighted throughout the year.
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