• New York Times, Monday, March 26, 2012 10:26 AM

Preppy-clothing retailer Gant is launching new advertising to promote its ties to Yale. The Yale Co-op shirt collection was created in the 1960s and sold at the Gant campus store. Last year it was reissued in the United States and will now be available globally for the first time.

Gant will use the Yale name on marketing materials and clothing labels. The campaign’s digital elements include a YouTube video featuring students and professors wearing the shirts, display ads, a dedicated content channel on Gant.com and promotion on social media sites like Facebook and Twitter.

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