Gap Remixes Iconic Logo For New Collection—and the Grammy Awards

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Gap Logo Remix collection January 2018
GAP is launching its ‘Archive Reissue—Logo Remix’ collection online on Saturday, January 27th and in select Gap stores globally two days later—a limited edition unisex line that remixes old-school Gap logos from decades past.

It’s promoting the throwback line with a :30 spot and retro/updated soundtrack in a musical kick-off leading into the Grammy Awards telecast on CBS on Sunday, January 28th.

In the video, each of the cast members wears pieces from the ‘Archive Reissue – Logo Remix’ collection which will be available on Gap.com on January 27 and in select Gap stores globally beginning January 29.

In addition, there will be a ‘Limited Edition Logo Remix’ capsule that includes 30 one-of-a-kind designs, made by desconstructing and remixing vintage Gap logo sweatshirts and tees from the Gap archives. Every garment was put together by hand in the Gap New York City design studio.

It’s celebrating the collection with a cast of “the world’s leading culture remixers” including Awkwafina, Bria Vinaite, Connor Franta, Maya Jama, Metro Boomin, Miles Heizer, Naomi Watanabe, Sabrina Claudio and SZA.

The iconic American clothing brand is highlighting one of the most recognized logos in the world. For almost 50 years, the Gap logo has represented the heritage of the Gap brand and its relevance in culture. To celebrate its evolution, the ‘Logo Remix’ collection includes signature Gap styles, including tees, sweatshirts, and rugby shirts, thoughtfully designed with logos from throughout the decades.

To launch the collection, Gap collaborated with director Tabitha Denholm, who has directed music videos for Florence and the Machine, Haim and Jessie J, along with performance and movement director Tanisha Scott, who is best known for her work with Beyoncé, Drake and Rihanna, to create the ‘Logo Remix’ film.

The film brings together some of the world’s leading culture remixers in a moment of joy evoked through music and movement by paying homage to the nostalgic Gap ads of the past with a modern, remixed twist. While Tabitha used motion control video techniques to play with space and perspective, Tanisha choreographed a dance sequence that includes remixed versions of unforgettable group dances including “The Wobble,” “Cha Cha,” and “Kid-n-Play.”

‘Logo Remix’ features a global cast of talent who are remixing creative culture on their own terms, whether that be through music, acting, comedy, activism or being a strong, self-expressive voice in today’s society. This group of influential remixers includes Grammy-nominated singer Sza as well as chart-topping producer Metro Boomin who remixed the music for the film.

Gap Logo Remix collection January 2018

Working with the iconic ‘80s anthem ‘Hold Me Now’ by British Band the Thompson Twins, off the “Into the Gap” album, Metro Boomin updated the original version with his signature 808 beat, making it relevant to today’s hip-hop culture. The track will be available across all music streaming sites beginning Thursday, January 25.

“Following the strong consumer and social interest in our ‘‘90s Archive Reissue’ from last year, we are launching the Logo Remix collection by looking forward at the talent who are reshaping and remixing culture in their own way,” stated Craig Brommers, chief marketing officer for Gap. “Gap is always one to celebrate and bring culture to the mainstream and what better way to do this and highlight this group of global individuals.”

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