The gap is very large and is in the middle of a very viral year. Just a few weeks after debuting the first product from a bustling new line with Kanye West, the flagship of American malls is taking advantage of free PR in favor of the amazing source of information, TikTok.
Earlier this year, users of Gen-Z’s chosen platform shared their videos in Gap’s readily recognizable logo hoodie, a staple of the brand’s core products since the style was introduced in the late 90’s. I started to do it. In January, TikTok star Barbara Kristoffersen uploaded a video of her wearing a hoodie in a brown colorway that the brand hadn’t created since the early days, and was played nearly 2 million times in the process. I raised my stake. (At TikTok, # gaphoodie has been viewed and counted over 6 million times.)
Now, inevitably, Gap is regaining the brown hoodie. Starting today, you can pre-order a reissued pullover on the Gap website for $ 60. Sweatshirts will be delivered later this summer. This means you have enough time to complete your body roll before you arrive. (If you are looking for a policeman Non-Brown, you can do it now-they are for sale! )
The new popularity of this style reflects the perfect storm of internet catnip. At the same time, it takes advantage of the younger generation’s nostalgia for Y2K fashion and the demand for overlooked objects of long-standing desires. It’s, in a sense, a story as old as the times. But it’s also a new milestone in TikTok’s growing influence in the fashion arena, officially acknowledging the impact that fashion fans already understand.
TikTok has long been a hotbed of new trends. Designers are committed to mining the platform for inspiration (various degrees of success), and the platform serves as a valuable indicator of consumer sentiment for the age group that retailers want to please. To do. But the next release may be the first time a brand as big as Gap has responded so clearly to the ringlight set screams. And it certainly looks like a mutual advantage to all parties. For Gap, it’s a layup. It’s a cool hoodie! It makes sense to sell it. For teens on TikTok, it’s one thing to approach buying, like a promise of fame on the internet, or at least a solid photo.
How to Buy TikTok’s Famous Gap Logo Hoodie
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