GANT Rugger has graduated from its basement in Regent Street its first stand-alone UK store in London's Soho area. On Beak Street, the store explores the brand's unique heritage, reinventing vintage preppy classics that were right at the birth of American sportswear during the 1950's.
LA is the inspiration for the new store. The fixtures and fittings have been individually selected from vintage stores around the UK. Features include a reclaimed wood floor and original tiles that were uncovered during the restoration - once belonging to a butcher's shop. Enter a world of 1930's teak furniture, including Danish shelving from Poul Cadovius.
The front of the store is an exhibition area, that changes periodically to display the seasonal campaign. For the first six months, the space will reflect 'Team Americano'.
The Spring/Summer 2013 collection draws inspiration from a particular group of stylish New Yorkers who are all connected to the fashion industry in one way or another and live their lives as photographers, bloggers, writers and adventurers.
Fergus Patterson, GANT UK Managing Director, says, "We are delighted to be opening our first stand-alone Gant Rugger store. This is our opportunity to showcase Gant Rugger in its own environment, attracting a new customer and driving our brand awareness. The store will form part of a global rollout programme throughout 2013."
47 Beak Street
Above - Exterior of the new store bringing a dose of LA sunshine to rainy London
More images of the store are below