Gap is testing cool merch in a new retail lab.
The brand has unveiled an updated store concept in its reopened Flatiron store at 156 Fifth Ave. The sleek, two-story boutique celebrates the San Francisco-based brand’s 55-year heritage with archive advertising images on the walls, a trend-forward product assortment for men and women, and an array of exclusives. Shoppers will find T-shirts and totes available only at this location, as well as vinyl records from Legacy Records and books curated by Dashwood Books, New York’s specialist in rare photography titles.
The label’s icon categories – denim, fleece and khaki – are showcased in dedicated areas within the space. A denim room, for example, features the season’s freshest styles, from The Barrel to The Baggy to The Stride, a fitted-waist jean with a wide leg.
A colorful wall of hoodies, meanwhile, displays all the bestsellers. One of the popular designs is The Extra Heavyweight Hoodie that Hoodies, the brand’s first creator collab with an influencer. The must-have piece was developed in partnership with content creator Julia Huynh, who chronicled her quest for the ultimate “hoodie that hoodies” in a viral TikTok series.
“A few months ago, I flew across the country to New York City on a freaking mission to the Gap design offices,” says Huynh in an exuberant TikTok posted in October. “And we made sure that this hoodie was exactly to my liking.”
Her ultimate: a drop-shoulder style with an oversized hood made of 650-gram fabric that’s nearly three times the weight of the company’s standard fleece.
The hero piece comes in black and several brights and earns a nearly five-star rating on Gap.com. “Heavyweight material, dimensions are exquisite, hood is a vibe. Don’t sleep on this,” wrote one fan. “Don’t miss out.”
“We’ve seen an incredible response from both our customers and Julia Hyunh’s community since launching the hoodie, online and in our stores,” said chief marketing officer Fabiola Torres. “Gap has always been a brand that provides a platform for creativity and self expression. Spotlighting socially-native creators through our holiday campaign and recent Hoodie that Hoodies collaboration has been a way to put our consumer first and engage with a broader Gen Z audience.”
For the holidays, the spotlight is on CashSoft, a collection of knits that feel as cosy as cashmere.The clothing and accessories are made of a brushed yarn that’s machine washable.
Gap has a really soft touch.
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