How we co-created GANT's exclusive new collection

Sebastian: I've been in the fashion industry for over 25 years, and I helped build Zalando’s streetwear department. Throughout the years, I’ve had the chance to lead various brand collaborations. This particular collection with GANT has been really exciting because it shows the ways in which streetwear has evolved beyond its sports roots—it’s becoming more multi-dimensional, which opens up a lot of creative possibilities.

Sven: I started in fashion back in 2006 and joined Zalando after studying textile management. Over the years, I’ve worked across different departments, from underwear to men’s and women’s textiles, now focusing on premium brands. Collaborations like this one with GANT are the most exciting part of my role—working closely with design teams, pitching marketing ideas, and curating the collection. It’s all about identifying the right assortment to surprise and delight our customers.

Sven: GANT has been an anchor brand in our premium lineup for years, and our relationship has only grown stronger. What’s really evolved is the level of trust and freedom GANT gives us in terms of curation. They see us as partners and experts, and mutual trust has allowed us to push boundaries and create some really unique, exclusive collections together.

Sebastian: At the heart of this collaboration is our shared mission to inspire confidence and encourage growth, both in personal style and in life. But it’s more than that—we’re exploring new, diverse audiences together, and we’re not afraid to be bold. Creating an exclusive collection like this is a bold move, but with that comes the potential for huge rewards on both sides. It’s high risk, high reward.

Sebastian: Our main goal was to introduce GANT to a younger audience, showcasing it as a brand that’s both classic and relevant. We wanted to mix GANT’s iconic preppy vibe with current streetwear influences to appeal to a younger crowd. It’s all part of celebrating GANT’s 75th anniversary, showing how a brand with rich heritage can still feel fresh and exciting. GANT opened up their archives to us, giving us a glimpse of some amazing vintage pieces. We took inspiration from styles dating back decades and adapted them for today’s environment. The archives revealed some incredible designs, like the Archive/Heritage Popover Jacket which became one of my favourite pieces in the collection. It’s inspiring to see how the past can shape the present in unexpected ways. GANT was incredibly open to our ideas, even when it came to introducing loose-fit denim styles that are a bit outside their usual lineup. It gave us a lot of creative freedom, which was fantastic.

[Psst! Check out Sebastians favourite piece from the collection:]

Sven: For this campaign, we’re focusing on our Gen Z customers who appreciate quality, trend inspiration, and personal expression. This audience aligns well with GANT’s Urban Ivy and Modern Sportswear segments, as well as Zalando’s audience of fashion enthusiasts who view fashion as a form of self-expression and have a deep, emotional connection to styling. This campaign is designed to attract younger customers who want a blend of classic style and trend-driven pieces. They seek high-quality, versatile fashion that allows them to stay current while expressing their individuality. This approach also supports GANT’s goal to retain customers who are quality-focused, style-conscious, and interested in curated pieces, rather than chasing fleeting trends.

Sven: GANT was in the midst of their brand ignition strategy, with a big focus on reaching Gen Z, so they enlisted our expertise. We kicked things off by aligning on success metrics and KPIs to make sure we were all heading in the right direction. From there, we focused on designing a collection that would resonate with this new generation. Let me break it down into three steps:

Data collection:

We started by studying Gen Z’s shopping habits—what drives engagement and brings them back, what products and categories resonate. This data laid the groundwork for our collection.

Collection architecture:

With those insights, we built out the collection structure: size, styles, categories, and trend highlights. Every element was crafted to create excitement and speak to the Gen Z audience.

Design collaboration:

Finally, we went into design mode, carefully balancing GANT’s heritage with street-inspired styles. Diving into the archives was key here; we reimagined some classic pieces to fit today’s market. Working with GANT was seamless—they were incredibly open and receptive, which made the process so enjoyable and productive. I’ve never completed a nearly full collection in just two days before, but GANT’s openness and professionalism made it possible.

Sebastian: I think a big takeaway is the importance of thinking outside the box. Collaborating closely with teams like those at Zalando and being open to their expertise can lead to fresh, unexpected results. It really comes down to the idea that “who dares, wins.” Taking bold steps and moving away from the usual playbook can create something memorable. In fact, standout moments like this support brand positioning and can positively shift brand perception, especially with a younger audience. By approaching the collection with a more inclusive perspective, we broke traditional “rules” and offered something unique, which is key to staying relevant while respecting heritage.

Sebastian: For me, it was how smooth and enjoyable the process was—everything felt so open and uncomplicated. We all came together, excited to create something special, and I’m proud of what we accomplished. Sometimes, things just click, and this was one of those great experiences.

Sven: For me, it was the creative freedom. As a buyer, the focus is usually on numbers, so it was refreshing to approach things more creatively but supported by data. This project was the perfect blend of innovation and collaboration.