REALITY CHECK UPDATE:
Herb Lester and I went into the Regent St Gant Store today to check out the new arrival Yale Co-op shirts. Sure enough, there was a large round table set up in the main doorway, with all the shirts laid out in folded piles and a a number of smug looking staff, who presumably seeing a couple of ivyists thought they had a sale. I was planning to buy a couple of them. Then a sales assistant came up to me and said “these are our new yell coop range” – literally like ‘phone book chicken hut’ pronunciation. I asked her to unfold a medium for me. As she did she took great pride in pointing out the GANT modern logo hideously sewn into the too fat locker loop, like the Dad’s Terrace Wear shirts of their mainstream offering. WTF? Someone at Gant has gone to all the trouble of going through the archives and even reproducing vintage labels and swing tickets. This has presumably gone before a committee of marketing muppets who’ve said ‘Oh no! Our style bible says they MUST be branded’.
Why go to all that trouble just to put some tacky modern branding on? I went downstairs and bought a really nice light flannel plaid BD from the Rugger range. No nasty branding and the young kid working down in the basement, was amazed at the original 60s Gant The Hugger I was sporting. I know we’re in 2011 and not 1966, but then it was Gant themselves that came up with all this ‘Yell Coop’ nonsense!
If they get down the sale Herb said he’d buy a couple but cut of the locker loop. I agree with that, because for £75 you could find a vintage deadstock Hugger…
Funny, but just as made that previous Gant post the other day, Fred in LA sent me a link to this post by ACL on the limited edition Gant Yale Co-op shirts they are about to release for their new New Haven Gant Campus store.
I don’t usually repost other people’s blog posts but this one seems relevant to my last one so here are couple of images from ACL’s post.
No word on whether they’ll be available outside the US, but they will supposedly be available online from the Campus store.
Read the original post on A Continuous Lean