Gap is testing cool merchandise in a new retail lab.
The brand has unveiled an updated store concept at its reopened Flatiron store at 156 Fifth Avenue. The sleek, two-story boutique celebrates the San Francisco-based brand’s 55-year legacy with archive advertising images lining the walls, a trend-forward product assortment. For men and women, and a range of specifications. Shoppers will also find T-shirts and totes available only at this location, as well as vinyl records from Legacy Records and books curated by Dashwood Books, a New York specialist in rare photography titles.
The label’s icon categories – denim, wool and khaki – are showcased in dedicated areas within the space. For example, a denim room includes the season’s freshest styles, from The Barrel to The Baggy to The Stride, jeans with a wide-leg fitted waist.
A colorful wall of hoodies, meanwhile, displays all the bestsellers. One of the popular designs is The Extra Heavyweight Hoodie which is the first manufacturer of hoodies, the brand to collaborate with an influencer. This must-have piece was developed in partnership with content creator Julia Huynh, who described her search for the ultimate “hoodie that hoodies” in a viral TikTok series.
“A few months ago, I flew across the country to New York City on a weird mission to the Gap design offices,” says Huynh in an enthusiastic TikTok posted in October. “And we made sure this hoodie was exactly to my liking.”
Her best: A drop-shoulder style with an oversized hood made from 650 grams of fabric, nearly three times the weight of the company’s standard fleece.
The hero piece comes in black and several bright colors and earns a nearly five-star rating on Gap.com. “Heavy weight materials, dimensions are perfect, the hood is a vibe. Don’t sleep on this,” one fan wrote. “Don’t miss out.”
“Since launching the hoodie online and in our stores, we have seen an incredible response from both our customers and the Julia Heun community,” said Fabiola Torres, chief marketing officer. “Gap has always been a brand that provides a platform for creativity and self-expression. Highlighting Socially Native creators through our holiday campaign and recent hoodie that hoodies collaboration is a way to put our consumer first and connect with the broader Gen Z audience.
For the holidays, the spotlight is on Cashsoft, a collection of knits that feel just as cozy as cashmere. Clothing and accessories are made of brushed yarn that is machine washable.
Gap’s touch is really soft.
