GAP is introducing an ‘Archive Reissue – Logo Remix’ collection 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. The company explains that 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 featuring with logos from throughout the decades. The collection is being promoted 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. In addition, 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 that pays homage to nostalgic Gap ads of the past with a modern, remixed twist.