NEW YORK, Jan. 24, 2018
/PRNewswire/ -- Gap, the iconic American clothing brand, today
announces the launch of Gap 'Archive Reissue – Logo Remix,' a
collection of apparel for men and women highlighting one of the
most recognized logos in the world. For almost 50 years, the Gap
logo has represented the heritage of the Gap brand and its
relevance in culture. To celebrate its evolution, the 'Logo Remix'
collection includes signature Gap styles, including tees,
sweatshirts, and rugby shirts, thoughtfully designed with logos
from throughout the decades.
To launch the collection, Gap collaborated with director
Tabitha Denholm, who has directed
music videos for Florence and the Machine, Haim and Jessie J, along
with performance and movement director Tanisha Scott, who is best known for her work
with Beyoncé, Drake and Rihanna, to create the 'Logo Remix' film.
The film brings together some of the world's leading culture
remixers in a moment of joy evoked through music and movement by
paying homage to the nostalgic Gap ads of the past with a modern,
remixed twist. While Tabitha used motion control video techniques
to play with space and perspective, Tanisha choreographed a dance
sequence that includes remixed versions of unforgettable group
dances including "The Wobble," "Cha Cha," and "Kid-n-Play."
'Logo Remix' features a global cast of talent who are remixing
creative culture on their own terms, whether that be through music,
acting, comedy, activism or being a strong, self-expressive voice
in today's society. This group of influential remixers includes
Grammy nominated singer Sza as well as chart-topping producer Metro
Boomin who remixed the music for the film. Working with the iconic
'80s anthem 'Hold Me Now' by British Band the Thompson Twins, off
the "Into the Gap" album, Metro Boomin updated the original version
with his signature 808 beat, making it relevant to today's hip-hop
culture. The track will be available across all music streaming
sites beginning Thursday, January
25.
"Following the strong consumer and social interest in our ''90s
Archive Reissue' from last year, we are launching the Logo Remix
collection by looking forward at the talent who are reshaping and
remixing culture in their own way," said Craig Brommers, chief marketing officer for Gap.
"Gap is always one to celebrate and bring culture to the mainstream
and what better way to do this and highlight this group of global
individuals."
The 'Logo Remix' cast:
Music:
- Sza – The singer/songwriter is remixing modern
femininity by re-shaping the R&B genre with her fierce powerful
stance.
- Metro Boomin –The go-to producer is remixing music
industry rules and is responsible for many of the music charts most
memorable new sounds.
- Sabrina Cloudio – The singer/songwriter is remixing
the pop genre with her soulful sound originally releasing via
SoundCloud.
Film & TV:
- Bria Vinaite – The actress is remixing Hollywood on her own terms discovered via
Instagram and already tipped as one to watch.
- Miles Heizer – The actor
is remixing the teenage experience by tackling roles around mental
health and sexuality.
- Awkwafina – The comedienne/ actress is remixing the
conversation for the viewpoint of second generation
Asian-Americans.
- Maya Jama – The TV
presenter is remixing the script on mental health issues and family
norms by speaking openly about personal experiences.
Digital:
- Naomi Watanabe – The
actress and comedienne is remixing ingrained assumptions on body
image in Japan and around the
world with her bold and unapologetic attitude about size-ism and
style.
- Connor Franta – The
YouTube star is remixing the concept of fame in the digital age,
rising to mainstream prominence when he came out as a Gay Man on his channel with a positive and
profound effect on his fanbase.
Launching fully on January 28, a
:30 television spot will air during The Grammys and the film will
live across mobile, social and digital channels. The film is
supplemented by a 'Making Of' video created by The Madbury Club
featuring the cast sharing their thoughts on what it means to
remix culture and offering a behind-the-scenes glimpse of
the film's creation.
In the film, each of the cast members wears pieces from the
'Archive Reissue – Logo Remix' collection which will be available
on Gap.com on January 27 and in
select Gap stores globally beginning January
29. In addition, there will be a 'Limited Edition Logo
Remix' capsule that includes 30 one-of-a-kind designs, made by
deconstructing and remixing vintage Gap logo sweatshirts and tees
from the Gap archives. Every garment was put together by hand in
the Gap New York City design studio.
For further information on the collection and to view 'Logo
Remix' go to Gap.com.
About Gap
Gap is one of the world's most iconic apparel and accessories
brands and the authority on American casual style. Founded in
San Francisco in 1969, Gap's
collections are designed to build the foundation of modern
wardrobes – all things denim, classic white shirts, khakis and
must-have trends. Beginning with the first international
store in London in 1987, Gap
continues to connect with customers online and across the brand's
about 1,600 company-operated and franchise retail locations around
the world. Gap includes Women's and Men's apparel and accessories,
GapKids, babyGap, GapMaternity, GapBody and GapFit
collections. The brand also serves value-conscious customers
with exclusively-designed collections for Gap Outlet and Gap
Factory Stores. Gap is the namesake brand for leading global
specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap, Banana
Republic, Old Navy, Athleta, Intermix and Weddington Way. For more information, please
visit www.gapinc.com.
Media Contact
Mackenzie Dougherty
Mackenzie_Dougherty@gap.com
212 886 7323
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SOURCE Gap