Theo James Named Gant’s Global Brand Ambassador Ahead of New Season of ‘The Gentlemen’
The British actor also fronts the brand's fall 2026 campaign, sporting elevated outerwear, tailoring and everyday essentials that nod to '90s New York.
ENGLISH CHARM: British actor Theo James has been tapped as global brand ambassador for American sportswear brand Gant, fronting the brand’s fall 2026 campaign, two days before his hit series “The Gentlemen” drops its second season on Netflix.
The timing is no accident. With James returning to Guy Ritchie’s gritty universe, playing Eddie Horniman, whose English gentry Old Money style has inspired many on social media, Gant is betting on the actor’s understated, British-accented aura to boost its brand awareness. Not to mention recent rumors of Meghan Markle being cast in Season Three of “The Gentlemen,” further boosting the show’s popularity.
“What drew me to Gant is that it feels timeless. 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,” said James.
The fall campaign sees him clad in elevated outerwear, tailoring and everyday essentials that nod to ’90s New York.
“At Gant, we’ve always believed that great style is defined by authenticity and quality. James 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,” said Fredrik Malm, chief executive officer of Gant.
Gant traces its roots to 1949 when Bernard Gantmacher, an immigrant from Ukraine, and his two sons, Marty and Elliot, opened a shirt factory in New Haven, Conn., and began selling a button-down shirt to the broader American market.
Since 2008, Gant has been owned by the family-owned Swiss company Maus Frères, which also owns Lacoste and Aigle. The brand now operates more than 700 stores across 80 markets.
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