The Capsule Sees the Partners Dive into Gap’s Iconic 90s Archive
Gap has teamed up with the Los Angeles-based direct-to-consumer brand Madhappy to launch a 41-piece limited-edition collection of women’s, men’s, and kids’ apparel inspired by the Gap archive.
The collection, set to be released on Aug. 2, includes the MAD Arch logo on sweatshirts, alongside reimagined Gap essentials like denim, outerwear, hoodies, and accessories. Most of the items in the collection are fleece and denim, with prices ranging from $34.95 to $158.
Calvin Leung, head of creative at Gap, expressed his enthusiasm for the collaboration, saying, “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.”
The campaign for the collaboration draws inspiration from the iconic “Individuals of Style” Gap campaign, featuring a diverse cast including Devon Lee Carlson and 070 Shake, among others.
Madhappy’s cofounder Noah Raf shared that the design process involved delving into the Gap archives in New York, focusing on fleece and down from the 1990s. The newly designed products reference archival styles, graphics, and washes, with a co-branded label displaying “Gap with Madhappy.”
As part of the collaboration, Gap will donate to The Madhappy Foundation, dedicated to raising awareness and impacting the global mental health movement positively.
