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According to a press release on Monday, Gap and Madhappy are collaborating on a 41-piece capsule collection for men, women and children.
The casual clothing line will feature Madhappy’s MAD logo and offer “reimagined Gap essentials” including denim, outerwear, hoodies and accessories, according to 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 from August 2nd on both companies’ e-commerce sites, as well as in select Gap and Madhappy retail stores.
“MadHappy is a brand that lives beyond its products by cultivating a community of optimists, which was a natural fit with our company’s values of championing self-expression and individuality,” said Calvin Leon, Gap’s head of creative.
Leon added that the collection is “rooted in a shared purpose to shine a spotlight on true originals whose unique perspectives inspire optimism, as well as products we are proud of.”
The collaboration’s advertising campaign features influencer Devon Lee Carlson and musician 070 Shake, as well as models Ottawa Kwami, Rain Judge, Stella Lucia Deopito and Eela.
“As a kid who grew up wearing Gap in the ’90s, the opportunity to work with them is an honor,” Madhappy co-founder Noah Ruff said in the release. “Gap is a staple of American heritage.”
Gap also announced a donation to the Mad Happy Foundation in connection with the collaboration, a nonprofit with a “mission to advance mental health,” according to the foundation’s website. Clothing brand Mad Happy said on its website that it has committed to donating 1% of all sales to the foundation starting in 2022, with funds raised “allocated to a portfolio of organizations, institutions and groups working across all areas of mental health.”
Collaborations have been popular at Gap this year.
In May, a shirtdress designed by Gap Inc.’s new creative director, Zac Posen, sold out within 24 hours. That same month, the company also launched a 51-piece women’s and children’s collection in collaboration with Doon. Earlier this year, Gap Inc. collaborated with streetwear brand Palace on a 55-piece capsule collection.
Gap Inc.’s first-quarter net sales rose 3.4% from the same period last year to $3.4 billion, while Gap’s sales remained flat during the same period.
