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Gap is no stranger to iconic campaigns or sought-after collaborations (most recently with Dôen). And the R29 reader-favorite retailer is delivering greatness once again. Gap has teamed up with L.A.-based lifestyle brand Madhappy on a limited-edition collection inspired by the retailer’s 1989 “Individuals of Style” campaign, which featured stars like Lenny Kravitz, Whoppi Goldberg, Spike Lee, and Joan Didion. This time, influencer Devon Lee Carlson and rapper 070 Shake front the campaign, which is a nostalgic ‘90s Americana dream.
“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 features over 40 pieces of womenswear, menswear, and kids’ apparel, with “inspiration from the Gap archive […] alongside reinvented Gap essentials including denim, outerwear, hoodies, and accessories,” according to a press release. We’re specifically eyeing the denim selection, which includes unisex baggy jeans, oversized denim jackets, and distressed baseball caps, as well as denim mini skirts. The effortlessly cool basics — like the sweatshirts, sweat jackets, and graphic T-shirts — also feature a “MAD” logo in place of Gap’s signature block-lettered logo. But you’ll be anything but mad wearing these styles.
Madhappy has previously collaborated with Lululemon and more retailers on cheerful, colorful collections, so we’re sure this new collaboration will bring a smile to your faces, too. We also believe these pieces are the perfect not-so-basic basics to build your fall (AKA cozy season) wardrobe.
“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. “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 quickly selling out Gap x Madhappy collaboration is officially available to shop on gap.com and madhappy.com or in select retail stores, while supplies last.
Shop full Gap x Madhappy collection
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