Gant introduces Theo James as global brand ambassador

US heritage brand Gant has appointed British actor Theo James as its new global brand ambassador. The partnership launches with the brand's fall/winter 2026 campaign, photographed in Tribeca, New York City, and reflects what Gant describes as a shared appreciation for timeless style and its vision of American sportswear.

James is known for roles in 'The White Lotus', 'The Gentlemen' and 'Divergent'. According to Gant, his understated personal style and appreciation for quality align with the brand's approach to American sportswear, which the company says is built on heritage, craftsmanship and effortless sophistication.

"What drew me to Gant is that it feels timeless," says James. "The legacy of the brand is respected while remaining completely relevant today. There's an honesty in that balance. The clothes have an ease that's unmistakable, expressed with a refinement that never goes out of style."

Fredrik Malm, chief executive officer of Gant, says: "At Gant, we've always believed that great style is defined by authenticity and quality. Theo embodies those values naturally, making him an ideal partner as we continue to share our vision of modern American sportswear with audiences around the world."

In the campaign, James wears key looks from the fall/winter 2026 collection, ranging from outerwear and tailoring to everyday essentials. Gant says the season draws on the energy of 1990s New York and the relaxed spirit of American sportswear, combining rich textures with confident layering.

Gant was founded in New Haven, Connecticut, in 1949. The company now operates more than 700 stores across 80 markets and employs over 1,700 people worldwide, with collections spanning clothing, footwear, accessories, fragrance and home products.