Gant absorbs sub-brands to form unified offering

By

Jennifer Braun

Published
Dec 5, 2018

Gant is making changes among its brand portfolio in an effort to streamline its product offering. 

 
The Sweden-based sportswear brand confirmed to Fashionnetwork.com on Tuesday that, as of next season, it is dropping its sub-brands Gant Rugger and Gant Diamond and merging them under one Gant umbrella.
 
The best parts of the sub-brands are expected to be incorporated into the company’s main line.

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“In 2019, Gant is celebrating its 70 year anniversary and the Spring/Summer 2019 collection marks the first season that gathers all designs under one line with the original Diamond G logo as the official logo,” the company explained in a news statement. 
 
Diamond G, launched in 2015, offers a contemporary formal wardrobe, while Rugger, born in 2010, is sold under its own umbrella through dedicated retail stores. 
 
Gant Rugger stores have already been converted into Gant stores and carry the main line.