Following the success of its first signature fragrance, GANT Eau de Toilette, American sportswear brand GANT is proud to announce the launch of two new men’s fragrances – GANT IVY Eau de Toilette and GANT 1949 Eau de Toilette. In collaboration with E.A. Cosmetics, two unique fragrances have been created inspired by the East Coast of the USA, where the brand was founded in 1949.
“We are overwhelmed by the success of the first fragrance! We couldn’t be happier and are delighted to expand the fragrance range with two new scents. While the first fragrance has a fresh and immediate, almost sporty feel, we wanted to expand the GANT fragrance family with even more depth and sophistication,” says GANT Creative Director Christopher Bastin.
GANT IVY Eau de Toilette
In his second GANT composition, master perfumer Nicolas Beaulieu invites us on an olfactory journey to the prestigious universities on the American East Coast and their majestic, ivy-covered campus buildings, which reveal centuries of history.
GANT IVY is an ambery fougère masterpiece with the iconic ivy accord and the purest wood essences. The top notes of black pepper and sparkling PamplezestTM give GANT IVY a dynamic liveliness, while clary sage provides aromatic depth. In the heart note, ivy, geranium and cedarwood combine to create an elegant warmth. The long-lasting base note of patchouli, vetiver and a modern SaffianoTM leather accord completes the intense allure of the fragrance.
“GANT IVY has a lot of herbal elements, with notes of sage, ivy and the rounding off with vetiver and patchouli in the base note. I see this new fragrance as the big brother of the first fragrance, a little more grown-up and masculine,” continues Christopher.
Top notes: black pepper, PamplezestTM, clary sage
Heart notes: ivy accord, geranium, hay, cedarwood
Base notes: patchouli, vetiver, SaffianoTM
GANT 1949 Eau de Toilette
Perfumer Leonardo Lucheze celebrates the brand’s founding year with an olfactory homage to GANT’s unique heritage as the American sportswear brand celebrates its 75th anniversary. The fragrance was particularly inspired by an iconic garment from the anniversary capsule collection: The brown Varsity jacket made from vegetable-tanned leather.
GANT 1949 is a fusion of sparkling aromas that blend with a modern leather accord and woody amber notes. The composition opens with sparkling bergamot, lemon and a fruity hint of apple. The heart note combines the warm aroma of cistus labdanum with cedarwood and spicy cinnamon bark. In the base, patchouli, ambered woods and musk round off the fragrance perfectly, while the sensual, modern leather accord ensures refined elegance.
“GANT 1949 is more intense, characterized by musk and with a clear leather accord in the base. A hint of sweet caramel in the fragrance is captivating and addictive. I see this new fragrance as the big brother of the first fragrance, a little more grown-up and masculine,” continues Christopher.
Top notes: bergamot, lemon, apple
Heart notes: cistus labdanum, cedarwood, cinnamon bark, juniper, geranium accord, ivy accord
Base notes: leather accord, patchouli, amber woods, musk
The design of the bottle was once again inspired by the iconic garment of every GANT collection – the varsity jacket, which is an elementary component of every preppy wardrobe. The G-patch on the chest of the jacket has been reinterpreted in the shape of the bottle. GANT 1949 shines in warm brown tones and GANT IVY shines in deep ivy green to match the name “IVY”.
The talent behind the new GANT IVY fragrance campaign is Giovanni Zattera, model and friend of the brand. Photographer Arthur Delloye captures Giovanni in expressive portraits and video sequences and perfectly stages the bottle. The iconic university jacket and a selection of academic elements – books, sports props or the so-called changing rooms – are reminiscent of typical university life. The campaign motifs combine today’s zeitgeist with the brand’s roots.
“Working with Giovanni is fantastic. His personal style is impeccable and the way he always has a smile on his face and a twinkle in his eye makes him a perfect ambassador for GANT. I think he is inspiring in a very modern way. There’s something very sincere about him, a rare quality,” says GANT’s Creative Director.
The fragrances have been available in all GANT stores in Europe and at leading perfumeries and retailers in Germany since October 1, 2024.
GANT Eau de Toilette – 50ml – 75 EUR*
GANT Eau de Toilette – 100ml – 95 EUR*
GANT Hair & Body Shampoo – 200ml – 28 EUR*
*Recommended retail price
ABOUT GANT
Founded in 1949, GANT has been inspiring the world with its iconic American East Coast style for over seven decades. From the brand’s beginnings as an innovative shirt manufacturer to revolutionary American sportswear, GANT continues to develop its distinctive look for the modern customer in 79 countries and more than 600 stores around the globe.
For more information, visit gant.com.
ABOUT E.A. Cosmetics Distributions GmbH
E.A. Cosmetics Distributions GmbH specializes in the development, marketing, production and worldwide distribution of exclusive fragrances. The current brand portfolio offers a wide range of classics as well as current designer and lifestyle brands, including Aigner and Porsche Design. E.A. Cosmetics is also responsible for the distribution of a diverse portfolio of branded fragrances, including Cerruti, MCM and Oscar de la Renta.