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GAP remixes culture and diversity for its new Archive Reissue range

GAP Archive Reissue Logo Remix
Archive Reissue – Logo Remix collection by GAP

There are very few fashion brand logos as iconic as the GAP logo. Even though the logo has gone through many transformations ever since the American retailer’s inception half a century ago, it is definitely one of the most memorable insignias in the entire industry.

The casual apparel and accessories brand is now tapping into this power to launch a collection honouring all of its old logos. Dubbed as the ‘Archive Reissue – Logo Remix’ collection, the styles will be classic favourites such as T-shirts, sweatshirts and a big bunch of denim pieces for both men and women.

The fashion brand has roped in directors Tabitha Denholm (who has worked with Haim and Jessie J) and Tanisha Scott (a favourite of Beyoncé, Drake and Rihanna) to make a fashion film titled ‘Logo Remix’ and demarcate this nostalgia-charged collection’s launch.

The film will be officially aired during the upcoming Grammys and features a plethora of diverse artists like RnB musician SZA, Asian-American rapper Awkwafina, and YouTube celebrity Connor Franta, among several others.

GAP, a namesake brand of Gap Inc., which also owns labels like Banana Republic and Old Navy, is famed for its culture rehashing game and the new film is a well-executed move in the same direction.

“Following the strong social interest in our ’90s Archive Reissue’ last year, we are launching this collection by looking forward at the talent who are reshaping and remixing culture in their own way,” explained Craig Brommers, CMO, GAP.

The commercial for this collection will air on January 27, 2018, a day before its official launch on the brand’s website and will be available in select stores from January 29 onward.