Gap is gearing up for a limited-issue release of its iconic brown Gap hoodie after the #gaphoodie hashtag went viral on TikTok.
TikTok star, Barbara Kristoffersen, uploaded a video in January wearing the iconic brown logo Gap hoodie calling it the trend of 2021. The video went viral a soon as it was uploaded and has garnered more than 6.5 million views to date.
Earlier this year, the late 90s Gap hoodie saw a comeback on Gen-Z’s platform as they started sharing videos of them wearing the popular retro pullover.
Another influencer, Emma Chamberlain, began posting her videos wearing the iconic Gap logo hoodie last year that spread like wildfire on the net. “She just kept posting, sometimes in the hoodie and not too much else,” said Mary Alderete, Gap global head of marketing.
“More influencers started picking it up and it became a trend. We didn’t even have a TikTok channel at that point.”
In response to the newfound success on TikTok, Gap has begun preparation for a limited-issue release of its iconic hoodie. The preorder details of the same will be released on Gap’s Instagram and Twitter handles. The pullover can be purchased online for $60 and will be delivered later this summer.
Additionally, Gap has teamed up with TikTok to get fans involved by launching the “Gap Hoodie Color Comeback.” Brand’s followers and TikTok users can vote for the next logo hoodie color for release in the fall.
Voting for Gap Hoodie Color Comeback has begun and will run through July 2.
“This is happening, Gap is a trend. We should bring back the brown hoodie,” said Alderete. “We partnered with eight influencers to show six colors. Whatever color gets the most votes; we will make it and have it in stores this fall.”
“We’ve been at this for 18 months. Katie Holmes was spotted on the street wearing our white arch logo and it sold out.”
TikTok has been the breeding ground for new fashion. While it is true that designers look for inspirations for creative ideas on TikTok, this is the first time when a fashion giant as big as Gap has responded so extensively to cater to the needs of customers influenced by social media.
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