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An eye-worthy fashion collaboration has dropped today, and it’s likely to sell out fast. Gap has partnered with lifestyle clothing brand Madhappy on a 41-piece collection that consists of denim, outerwear, hoodies and accessories.
The joint endeavor “celebrates the brands’ shared values of optimism and self-expression” and is largely inspired by the Gap archive—the brand’s “Individuals of Style” campaign from the ‘90s is being reintroduced in a new and exciting way. “As a kid who grew up wearing Gap in the ’90s, the opportunity to work with them has been an honor. They are a staple of American heritage,” said Noah Raf, co-founder of Madhappy, in a press release.
The collection aims to “bridge art and culture” and features Devon Lee Carlson and 070 Shake, alongside Ottawa Kwami, Reign Judge, Stella Lucia Deopito, and Eera.
“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,” said Calvin Leung, Head of Creative at Gap in the same 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 Gap x Madhappy collection is live on gap.com and madhappy.com starting today. In addition, Gap will donate to the Madhappy Foundation, a non-profit organization that raises awareness, funds research and helps impact the mental health movement in a positive way.
