Categories
Editor's pick film product social media technology

Gant spoofs the GIF format in new menswear performance campaign

US lifestyle brand Gant has launched a campaign touting its new Tech Prep moisture management technology within its classically preppy garments.

Gant's Never Not Comfortable campaign touting its new Tech Prep line
Gant’s Never Not Comfortable campaign touting its new Tech Prep line

US lifestyle brand Gant has launched a campaign touting its new Tech Prep moisture management technology within its classically preppy garments.

The “Never Not Comfortable” ads aim to demonstrate the fact the line is made for performance without compromising on style. Developed by agency Highfield, it’s a social-first, multichannel campaign that highlights uncomfortable scenarios its men are able to seamlessly move from.

Central to that is the fact it has spoofed the GIF format to demonstrate it. The men are seemingly caught in awkward situations on a loop as per the classic GIF, but are then able to walk out thanks to their Tech Prep shirts.



“The clothes we wear today are not designed for the active lifestyle we are living – that’s why we created the Tech Prep feature. You get your favorite preppy look, never compromising on style, comfort or the hand-feel of the shirt, but with all the tech features that enables you to jump straight from your bike into a meeting feeling,” says Gant CMO Brian Grevy.

?“For such an innovative product launch, there was no other way than to create a global social media-first campaign unlike anything our consumers have seen before. The idea of spoofing the GIF and cinemagraphic format is something we believe will create attention and interest around both the brand message and the product itself,” says Eleonore Säll, ?global brand marketing director at Gant.

Gant's Never Not Comfortable campaign touting its new Tech Prep line
Gant’s Never Not Comfortable campaign touting its new Tech Prep line

Beyond the spoof GIFs (or videos), the campaign also appears in print, OOH, across digital and social, through influencer content and in-store. It’s targeting “active, well-dressed men” between the ages of 25-45.

Tech Prep is a high-performing microfibre polyester, which supports three key features for the wearer: quick drying, breathable and moisture wicking. It currently comes in a chambray shirt, check shirt and blue stripe shirt, with plans to extend it across further lines in the future.


By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.