Gap and Madhappy collaborate on new line

Gap and Madhappy are collaborating on a 41-piece capsule collection for men, women and children, according to a Monday press release.

The line of casual clothing will feature Madhappy’s MAD logo and offer “reimagined Gap essentials” including denim, outerwear, hoodies, and accessories, per the release. Items will be available in adult and children’s sizes, and prices will range from $34.95 to $158.

The collection will be available beginning Aug. 2 through both companies’ e-commerce sites, as well as in select Gap and Madhappy retail stores.

“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.

Leung added that the collection “is not only a product we’re proud of” but one he said is “rooted in a shared purpose of spotlighting true originals who are inspiring optimism through their own lens.”

An accompanying ad campaign for the collaboration features influencer Devon Lee Carlson and musician 070 Shake alongside a cast of models including Ottawa Kwami, Reign Judge, Stella Lucia Deopito and Eera.

“As a kid who grew up wearing Gap in the ’90s, the opportunity to work with them has been an honor,” Madhappy’s co-founder Noah Raf said in the release. “They are a staple of American heritage.”

Gap also said in the release it will be donating to the Madhappy Foundation in connection with this collaboration. The nonprofit organization has “a mission to move mental health forward,” per its website. Clothing line Madhappy said on the website that beginning in 2022, it has pledged 1% of all sales to the foundation, funds collected “are allocated to a portfolio of organizations, institutions and groups that work across the spectrum of mental health.”

Collaborations have been a popular move for Gap this year.

In May, a shirtdress designed by Zac Posen, Gap Inc.’s newly appointed creative director, sold out in less than 24 hours. That month, the company also launched a 51-piece women’s and children’s collection with Dôen. Earlier in the year, Gap launched a 55-piece capsule collection with streetwear brand Palace.

Gap Inc. saw a Q1 net sales increase of 3.4% year over year to $3.4 billion, with Gap sales flat for the period.