Viva Group & Gant AB
Viva International Group announced the global launch of the GANT Rugger Eyewear Collection for men, targeting an age group of 20-40. Debuted in August 2010, the new collection consists of 12 optical styles featuring an eclectic mix of modern and vintage styling, combined with classic and innovative detailing.
Originally launched in the 70’s, the Rugger apparel collection emerged by transforming the classic Rugby shirt into an everyday wardrobe essential. The new Rugger line is now regarded as one of the great revivals of the American heritage look. The essence of the brand has been infused into the overall design of the eyewear collection, retaining the look of lived-in favorites with fashionable yet relaxed styles.
The GANT Rugger concept is to a large extent based on archive pieces and vintage findings GANT has collected over the years. Identified by the Diamond G logo, the GANT Rugger collection is an eclectic mix of modern and vintage, classic and innovative, all at the same time. The influences are primarily based on American sportswear and classic, timeless pieces.