American sportswear brand, GANT, unveils its SS23 campaign, photographed in the vibrant neighborhood of Nolita, New York.

The campaign pays homage to the brand’s roots, founded in 1949 on college campuses along the East Coast. The campaign was shot by British photographer Ben Beagent and styled by Delphine Danhier, nearby the brand’s new Studio at 240 Mulberry Street. The multi-faceted, experiential brand space, which opens this spring, will serve as a showroom and creative community hub, hosting curated exhibitions and inspiring brand activations.

The seasonal collection is an updated take on the nautical heritage of GANT, paying tribute to yacht clubs in the 1980s, with nautical prints and sun-bleached pastels. Inspired by the vacation spirit of the era, fluid shirts, staple linen pieces, and elevated modern tailoring takes you from the beach to the city center cocktail hour.

“The Spring/Summer 2023 campaign takes us back to the creative streets of New York and continues our celebration of New York cool, inspired by American fashion muses of the 1970s and 1980s,” said Christopher Bastin, GANT Creative Director. “New York is the home of American sportswear, and the city in which we were born, so it was only natural to shoot this campaign in our new home of Nolita, where we aim to build up our community back home in the USA” he continued.

Take a look below: