After World War II, Bernard and Rose’s two sons, Marty and Elliot, returned home from active service. The brothers joined the family business and in 1949 they launched their own label, GANT of New Haven. The GANT shirt was an overnight success. An important feature was the button-down collar. Button-down shirts, originally an English innovation, where becoming very fashionable and GANT was the first to introduce such a shirt on a larger scale on the US market. The combination of Bernard’s dedication to quality and his sons’ style sense proved to be a winning formula. Over the following years GANT came up with a number of creative tailoring features, such as the locker loop, the box pleat and the button on the back of the collar to keep the tie in place. Such innovations helped to maintain interest in GANT and won the label a dedicated following. For GANT, it all began with the shirt.