From B2: I used to think Gant and Sand - law school/prep staples in Scandinavia - were US New England brands. I was ca 25% right in believing that.
Posted by
ori-o (aka FactoFail)
Feb 10 '21, 09:15
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GANT: American-Swedish brand. Originated in New Haven, CT. Current HQ is in Stockholm, capital of (the kingdom of) Sweden
Sand: HQ in Copenhagen, established much later (80s).
So, both are currently Scandi-fashion and are associated with the west end/bourgoisie, preppy colleges, etc.
Some of the marketing makes it look like New England clothing. Think I've seen the US flag on some Gant sweaters etc.
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