Found a beautiful story written by Mr. Michael Williams from the blog called A Continuous Lean, he had the the first glimpse of the GANT Rugger SS 10 collection. He wrote the following:

The name GANT is synonymous with East Coast prep. Founded in New Haven, Connecticut in 1949, the company basically perfected the American shirt by making private label for J. Press, Brooks Brothers, the Yale Co-Op and many more. By the 1960’s (one could say the Take Ivy era), GANT was the shirt for students, popularizing the button-down on college campuses all over America. Since then the company has changed hands several times and has had its share of ups and downs, but recently it has been all ups, no downs.
A more recently focused GANT has established a great presence for its casual Rugger line (which the company launched in the 1970’s) everywhere from Scoop to Barneys Co-Op and in the process become one of the great revivals of the American heritage look. For spring / summer 2010 GANT looked to one of its own designers, Mr. Christopher Bastin, to further develop the Rugger range. Bastin (who possesses an encyclopedic knowledge of classic American sportswear) literally combed through the company’s archives (not to mention vintage dealers and eBay) to infuse the collection with historically accurate detailing and fabrication. I stopped by GANT’s offices last week to get a sneak peek at the new offerings, and ultimately found out exactly what I’m going to be wearing next summer.
The reborn Diamond "G" Logo.
                                                 The broken Locker Loop
Selvedge Oxford

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