The sweatshirt of all sweatshirts. That is the garment that the fashion brand gap He claims to have created in his first collaboration with a content creator. He has done it together with Julia Huynh, who for a year has been publishing reviews of this type of jackets under the concept “Hoodies that Hoodie”; and presents the sweatshirt as a reimagining of one of its most iconic products.
Gap has thus joined the trend in the fashion industry of co-create garments or collections with influencers or content creatorsthus capitalizing on their communities and positioning themselves as “social-first” brands. Thus, instead of simply sending Huynh one of its sweatshirts to analyze, Gap directly chose to invite the creator to its offices to design the perfect sweatshirt with her.
The result is the new Extra Heavyweight Hoodie, a hooded jacket that weighs 650 grams, almost triple the standard Gap sweatshirt. As the brand has made known, it is made with thick thread, which not only boosts the durability of the press, but also offers a more consistent texture that facilitates proper fall of the sleeves and the hood itself, and provides greater warmth.
Thus, Gap is making the product known as the sweatshirt with the ideal weight, fit, construction, fabric, colors. It is now available, both in selected stores and on Gap’s online platform, in navy blue, pink, green and yellow. Each garment is sold at a price of $98.
“Interaction with creators is essential for any successful marketing strategy”, commented Erika Everett, Marketing Director of Gap, according to glossy. The board has also noted that this collaboration has a unique character due to its organic nature.
Furthermore, he has pointed out that it represents a form of bring the brand’s emblematic products closer to new generations. As explained, Gap hoodies will turn 30 years old in 2025 and have become very popular in recent years. What’s more, as he comments, in 2021 his logo hoodie became one of the best-selling garments among Generation Z.
Both the brand and Julia Huynh are promoting the sweatshirt on their digital profiles under the hashtag #hoodiesthathoodie, which accumulates thousands of publications and receives millions of views. Julia Huynh herself went viral a few months ago with her search for the “perfect sweatshirt.”
The initiative is part of the brand’s revitalization efforts, which are focusing on greater activity and participation in social media and the search for credibility and relevance. Along these lines, it has recently promoted a collection with the brand Cult Gaia, popular among new generations; or next to disney to approach boys and girls.
