American sportswear brand GANT is proud to announce the launch of its new men’s fragrance. In collaboration with E.A. Cosmetics has created a timeless fragrance, inspired by the East Coast of the USA, where the brand was founded in 1949. The fragrance signature contains fresh notes of lemon, bergamot and mandarin, which together with pink pepper and turmeric leaves form the top note.
An ivy accord, alluding to the brand’s campus heritage, leads into the spicy heart notes. Subtle bitter facets of wormwood, paired with rosemary and cedar wood, underline the aroma. Patchouli and sandalwood round off the base scent and add a seductive warmth. Ambertonic, a combination of amber and musk, has warm, velvety and sensual facets. Sinfonide produces a musky accord that conveys masculine elegance and strength with woody and powdery undertones.
“We wanted to create something that goes beyond the concept of the classic men’s fragrance – something that awakens emotions. I’ve always believed that the best scents aren’t loud, but subtle – you discover them when you hug someone or stand close to each other in an elevator. “It’s very romantic and a bit mysterious,” explains Christopher Bastin, Creative Director of GANT.
“GANT is an iconic brand with an interesting heritage and exploring ingredients and traditions from the East Coast of America has been a huge source of inspiration for me. In my imagination, I walked on the windy beach in the Hamptons and created the scent with all the elements I imagined there,” says Nicolas Beaulieu, the scent’s perfumer. To celebrate the launch, Spanish actor and friend of the brand, Alex Pastrana, was captured in a striking campaign featuring black and white portraits by photographer Johnny Kangasniemi.
“When we first worked with Alex I knew I wanted him for the fragrance campaign – we’re really excited to have him on board. He is the perfect addition to this campaign,” continued Christopher. The bottle’s design was inspired by one of GANT’s iconic pieces – the varsity jacket, a must-have in any preppy wardrobe. The G patch on the chest of the jacket has been reinterpreted in the shape of a bottle.
