We’ll be honest: the name of the new GANT Rugger collection or campaign sounds a bit forced. “Nouveau Prep” is meant to describe their new take on the prep look, so why not just call it “New Prep.” This is an American brand, right? Luckily, we can put aside the descriptors used in the campaign (which also include ‘dressy but messy’) and focus on the garments which do indeed offer more fitting cuts. The collection moves further along from the casual with the inclusion of oxfords (their standard), cut-off chinos, silk scarves and more. Inspiration comes from various ends including “downtown hipsters” and 60’s prep.

“Nouveau Prep” aside, we welcome the new direction from GANT Rugger. Available online.

Update: Rugger’s designer, Christopher Bastin, wanted to clarify the choice in the collection’s name. Here are his words:

The name “Nouveau Prep” actually has a nice story behind it. A blog (I believe it was the Bengal Stripe) referred to GANT Rugger as “Nouveau Prep” and it just stuck. I didn’t really think about it much until we began working on spring 12. Once I started getting the theme and ideas together, it really felt like a fresh take on things. Since I genuinely hate the phrase “preppy with a twist”, and, let’s be honest, anything with a bit of French in it is always kind of savvy, it became a natural name for the theme. Since then, I always refer to Gant Rugger as Nouveau Prep, and everyone seems to get it straight away. When vintage starts feeling cool again in like 8 years, perhaps we will call it “Prep Ancienne.”

More looks in our gallery…

Noah Emrich of NOVH helps GANT Rugger get the word out on their Holiday 2011 collection with a series of photographs styling various New York City creatives in their wears. Putting clothes on real people clearly helps showcase how at least one part of the universe gets outfitted in GANT. The line is of course available globally. Find more on their Holiday 2011 look at GANT Rugger.

More looks after the click.

It’s fair to say that Cabourn’s influence is looming over menswear like, errmmm, David Stern over the NBA. While we’re sure this item takes no influence from Cabourn whatsoever, it reminds us of one of his designs. This Gant Rugger coat will act like Joe and do all the things a coat’s supposed to do-ooooo. It’ll do them for you. (Gant)

Russian illustrator, Andrew Mashanov, worked with GANT Rugger on this series of illustrations for their Autumn/Winter 2011 collection. GANT will be releasing the illustrations daily and will also make a limited number of them available at their 353 Bleeker St., NYC shop as well. Sticker as well for those who need to customize their Trapper-Keeper.

More looks after the click.

GQ delivers us looks from the Spring 2012 GANT Rugger collection. Fans of the line will see the usual prime offering of well-priced day to day menswear which extend their current wardrobe work ready-to-wear looks. Solid looks throughout – none of which will hurt your back account too much.

More looks after the click.

GANT Rugger’s Autumn/Winter 2011 campaign was filmed over the course of 24hours and captures the essence of the collection. “Staying up all night was never such fun.”

GANT Rugger  Denmark worked with Sergei Sviatchenko of Close Up and Private for a quick shoot around the Rugger Autumn/Winter 2011 collection. The visual style found on his site is expressed on the GANT Rugger looks. A nice little viewing should do you right.

More looks after the click.

GANT Rugger opened the doors on their new locale at 25 Prince Street in NYC. The new space looks great and is twice the size of their Bleeker Street location. I personally like the fit and feel of the GANT Rugger line. Well priced too. Worth a stop in.

More looks after the click.

GANT Rugger’s Pre-Autumn 2011 collection delivers online now. You’ll find a wake-up to their 3rd quarter offering that include the usual suspects in ivy-life inspired wears. The looks this time around are slightly more tailored for a stronger fit.

More looks after the click.

The latest video from GANT Rugger for Spring 2011.