Gant to launch first teen's collection
Preppy clothing brand Gant is adding a teen line for younger consumers.
The debut Fall/Winter teen collection is due to launch in stores from August, with sizes ranging from 122cm to 176cm. The core collection’s focus on American sportswear classics will also permeate the new teen line, designed for a “confident and curious individual” with their own sense of style.
Gant said the development will meet increasing demand from the younger generation, and celebrate togetherness and friendship.
“The collection is designed to encourage the wearer to explore their world with friends, and to never stop learning,” Gant said.
Just like the adult collection, the new teen line will feature classic colours such as navy, grey, melange, khaki green, burgundy and cream, whilst introducing bolder colours like pink, yellow and orange, for a youthful aesthetic.
The range will focus on sporty jerseys and outerwear pieces such as vests and parkas, with oversized logos and embroidered details giving the designs a preppy look.
Gant’s move into teen clothing comes shortly after the promotion of Brian Grevy as new CEO. He has been described as someone with a great understanding of how to transform brands in today’s rapidly changing retail environment, and will focus on building a customer-centric strategy.
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