Lifestyle brand Madhappy is reimagining Gap's iconic basics with an optimistic twist.
On Monday, Gap announced the collaboration, which brings a subtle, colorful, '90s-inspired edge to the brand's big logos on hoodies, t-shirts, and more.
Inspired by the Gap's 1989 “Individuals of Style” campaign in which legendary photographers took intimate black-and-white photographs of beloved entertainment figures such as Spike Lee, Lenny Kravitz, Joan Didion, and Whoopi Goldberg, Madhappy x Gap revisits the concept over 35 years later with 070Shake and Devon Lee Carlson.
Madhappy tapped into Gap's archive as well as its consistent basics for an extensive collection of over 40 pieces for both children and adults.
“As a kid who grew up wearing Gap in the 90's, the opportunity to work with them has been an honor. They are a staple of American heritage,” said Noah Raf, co-founder of Madhappy.
The collection is slated to go live on Friday, Aug. 2 at 12 p.m. ET/9 a.m. PT.
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