GANT UNVEILS ‘GANT 240 MULBERRY STREET’ LOOKBOOK, A NOSTALGIC NOD TO 90S NEW YORK

GANT has officially released its latest lookbook, GANT 240 Mulberry Street, drawing inspiration from the vibrant fashion of 1990s New York. Known for its deep-rooted Ivy League heritage, the brand seamlessly blends its preppy aesthetic with the relaxed yet bold energy of the decade. The collection takes its name from the historic Mulberry Street in Manhattan’s Nolita neighborhood, an area synonymous with culture, creativity, and a distinctly effortless style that dominated the era. With a campaign shot in a setting that evokes the essence of vintage NYC, GANT revisits the past while reinterpreting it for the modern wardrobe.

The lookbook features an array of oversized silhouettes, layered ensembles, and statement pieces that reflect the streetwear-meets-tailored style of the 90s. Classic rugby shirts, varsity jackets, baggy chinos, and slouchy knitwear dominate the collection, complemented by bucket hats, sneakers, and leather loafers for an authentic throwback feel. Rich autumnal hues, muted neutrals, and pops of bold primary colors enhance the nostalgic aesthetic, while fabric choices like corduroy, wool, and heavyweight cotton emphasize durability and texture. The campaign imagery, shot in intimate New York locations, encapsulates the effortless cool of the decade, merging old-school charm with a contemporary edge.

https://www.instagram.com/p/DHa0x36NtFF/?igsh=a2x5ODgwbGdweWQ2 

At the heart of GANT 240 Mulberry Street is a celebration of personal style and the cultural melting pot that defined 90s fashion in New York. The collection channels the era’s effortless layering, drawing influence from hip-hop, skate culture, and collegiate prep, reflecting the intersection of different subcultures. Through relaxed tailoring and bold styling choices, GANT reimagines its heritage staples in a way that speaks to both longtime fans and a younger generation looking to embrace vintage-inspired aesthetics. Each piece tells a story of nostalgia, showcasing the timeless appeal of well-crafted, classic garments reinterpreted for today’s fashion landscape.

With GANT 240 Mulberry Street, the brand not only pays homage to its legacy but also reasserts itself in the modern fashion conversation. By embracing the 90s as a source of inspiration, GANT successfully bridges the gap between heritage and contemporary style, proving that great design stands the test of time. The collection is now available at select retailers and online, offering a fresh yet familiar approach to everyday dressing, with pieces that capture the enduring appeal of New York’s golden fashion era.