Gap x Dap signals a new way forward for retailers

The partnership with Dapper Dan will further lock down that. Dap, who made a name for himself combining luxury label items from Fendi, Louis Vuitton and Gucci at his Harlem tailoring in the 80s and 90s, creates elaborate pieces. and hunted, they are described not as “fakes” but as “fakes. His goal with Gap was to apply that same bar-boosting magic to the brand’s famous hoodie. Accordingly, the collaboration features a salmon-colored hoodie that gracefully reads “DAP” in the familiar Gap font. “This is the first time Gap has modified our iconic heritage logo by personalizing it for this collaboration,” said Alderete. The change at the surface level is quite refreshing, but Dap wants to change more than just the logo. “I’m wearing a hoodie like I’m wearing a shirt skirt — with a turtleneck,” Dapper Dan said in a video call Tuesday. “So I’m elevating the look of a hoodie.”

Gap’s new strategy embraces its greatest superpower: its sheer scale. Contributors like Ye, Demna Gvasalia of Balenciaga, and Dap all come to Gap for the same reason: they want to get their clothes in the hands of as many people as possible. Although Dap’s has collaborated with Gucci, a Gap partnership offered him something very different. “The distance allows me to do what I have long wanted to do,” he said. “I had a lot of people tell me stories, ‘Dude, I used to walk past your store when you were in Harlem and I never had enough money to buy anything from you. 25, 30 years later, you’re with Gucci and I still can’t buy you.’ What Gap did for me is it gave me the opportunity to reach out to humanity and let them know that you know you can have one. part of me. “

There was one detail in particular that convinced Dapper Dan to join forces with Gap, he told me: the brand offered him a 30-foot billboard on 42nd Street in Times Square. He explains that Gucci ordered one for him in Harlem at the launch of their collaborative collection, and he describes that moment as “culture” coming. Here’s something completely different: “a 30-foot billboard at the crossroads of the world, so everyone can see it.” It will serve as Dap’s introduction to the world of Gap-mua — and possibly an introduction to a whole new Gap.

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