Gap Announces New Throwback-Inspired Collaboration With Madhappy
On Monday, Gap announced its latest design collaboration: a 41-piece, throwback-inspired collection with positivity-forward apparel brand Madhappy.
The full limited-edition lineup includes plenty of sweatshirts and sweatpants (a staple of Madhappy's typical offerings) as well as outerwear, accessories and denim — a category the lifestyle brand previously dabbled in for the first time last November.
Photo: Courtesy of Gap
Photo: Courtesy of Gap
"Madhappy is a brand that lives beyond their product by fostering a community of optimists — this was a natural alignment to our values of championing self-expression and individuality," Calvin Leung, Head of Creative at Gap said in a press release. "The result is not only a product we're proud of, but a collaboration that's rooted in a shared purpose of spotlighting true originals who are inspiring optimism through their own lens."
The campaign (inspired by Gap's 1988 "Individuals of Style" spread) stars beloved Gen Z figures Devon Lee Carlson and 070 Shake posed against a stark white backdrop wearing new hoodies, mini denim skirts, baby tees and more.
"As a kid who grew up wearing Gap in the '90s, the opportunity to work with them has been an honor," added Noah Raf, co-founder of Madhappy. "They are a staple of American heritage."
Photo: Courtesy of Gap
Photo: Courtesy of Gap
This marks Gap's fifth collaboration under the leadership of President and CEO Mark Breitbard. In a previous statement, he said the company "partners with brands that champion originality and use fashion as a powerful form of self-expression." The new Madhappy line follows in the footsteps of Gap's majorly successful partnerships with Dôen, LoveShackFancy, Palace and Dapper Dan.
Available in both adults' and kids' sizing, the collection will range in price from $34.95 to $158 and be shoppable on Gap.com, Madhappy.com and in select Gap and Madhappy stores on August 2 at 12:00 p.m. EST.
Keep scrolling to see all the pieces from the Gap & Madhappy collaboration.
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