The Scent; An Authentic Preppy American Man

He rolls up his sleeves; Wears his loafers sockless; His shirt fits like it’s been made for him, fresh off the rack. There’s a confidence in him that’s unmatched, and now, there’s a scent to go with it. GANT, the brand that helped define the American man’s wardrobe, has refined its legacy into something new: a fragrance collection that captures heritage and classic style. Find out more in The Scent; An Authentic Preppy American Man.

Image Samantha Inman @rememberingtobreathe.

It begins, like many American stories do, with a dream. A 17-year-old Ukrainian immigrant named Bernard Gantmacher arrived at Ellis Island in 1907. By day, he stitched garments in Manhattan’s clothing district. By night, he studied pharmacy at Columbia. He believed in better fabric. Better collars. Better fits. Later, when he opened his fashion label in 1949, it was never just about clothes. It was about a way of life and style. Now its about the new scents.

The Gant man became a figure on Ivy League lawns (university) and eventually in Manhattan boardrooms. This man argues Sartre over black coffee, he wears his collar rolled and his scent crisp. His shirt tells you where he’s from. His fragrance hints at where he’s going.

“GANT is an iconic brand with an interesting legacy and exploring ingredients and traditions from the East Coast of the US was a great source of inspiration for me. I pictured myself in the Hamptons, walking along the windy beach and creating the fragrance with all the elements I imagined finding there,”

Nicolas Beaulieu, the perfumer

Meet the first of three fragrances: Gant, the classic. This is the one he wears when he’s not trying, and it shows. It’s Saturday. He’s on the coast, boat shoes, no socks, collar unbuttoned. He reads the paper with his feet up, sails in the afternoon, and makes the world’s second-best martini (or so he says). He’s got a sun-warmed Oxford shirt and a scent that feels like summer.

It opens clean: Lemon, Mandarin, Bergamot, pink Pepper, bringing a fresh blast to the top of the fragrance. Then it deepens in its heart with green Ivy, a sage-wood like facet from Wormwood, sharp green herbal tones from Rosemary, with soft Cedar-wood; fresh, herbal, magnetic. Finally, soft Sandalwood, earthy Patchouli, and an amber-tonic, and a sinfonide musk bring the elixir together; masculine, modern, smooth as a well-aged rye.

Next up each gentleman can return to thier roots with Gant 1949. It’s October now. The leaves burnt gold on the trees. He drives upstate in his vintage convertible Mustang, varsity jacket tossed in the backseat, a jazz playlist blaring through the speakers. He hasn’t been back home since graduation, but he still remembers it just the same. His mom reading by the fireplace. The weird-looking mirror on the stairwell. And when he finally steps inside, his scent lingers; a memory in motion.

Gant 1949 opens with the brightness of Bergamot, Lemon, and Apple bringing a vivid, sharp freshness to the opening.
Then comes the warmth: soft spice of Cinnamon bark, light wood of Cedarwood, Leathery facets of Labdanum. Its final flourish, the grounding notes of Amber woods, dark, earthy Patchouli, and soft Musk culminating in a deep, steady, unforgettable silage.

And the final scent in the collection, Make your mark with Gant Ivy. It’s a Tuesday morning. He’s up early, strolling along the East River in NYC with a coffee in one hand and a portfolio in the other. Dressed in a navy blazer, no tie, his button-down slightly wrinkled. In the workplace, he charms in the elevator, provides feedback on a campaign, and closes the deal on a pitch. He may not be the most outspoken person in the room, but he’s definitely the one you won’t forget.

Gant Ivy begins with black Pepper and Pamplezest, like a brisk morning breeze off the Hudson. The heart of this potion is Ivy, Cedar, with Rose-infused greenness of Geranium; green, smooth, and confident. And the end, Saffiano Leather, earthy Patchouli, and the hay-like grass of Vetiver; as sharp as a crease in his khakis.

As a final flourish, the flacon, like the scents, tells its own story. Inspired by the classic Gant varsity jacket, a cornerstone of the preppy wardrobe. The bottle reimagines the jacket’s signature G-patch into bold, sculptural glass.

From the quad to the coast, from first shirts to first impressions, but this isn’t just about how you dress. It’s the impression you make when you walk into a room. From your first button-down to your first date, the Gant scents are another layer in the story

Experience the complete Gant Fragrance collection and discover which scent speaks to your story at gant.co.uk

If you enjoy reading The Scent; An Authentic Preppy American Man, then why not try Love and Togetherness, Perfume Carried on the Skin

.Cent London, Be inspired; Get involved

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