Gap Partners With Palace on Collection
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STREET SMARTS: In another effort to regain its relevance, Gap is partnering with London-based skate label Palace on a collection of adult and kids’ apparel.
The collection, which launches Friday, is described by Gap as both modern and nostalgic and “an ode to the brands’ shared heritage” emphasizing self-expression, individuality and community through ’90s-inspired styles, skate culture and San Francisco. San Francisco, where many stores have been closing, can use the love.
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The partnership marks Palace’s first foray into kids’ products since the brand launched in 2009. The Palace streetwear brand is heavily ’90s-inspired.
“We love collaborating with partners like Palace who are able to tap into our heritage and reinvent our product icons in a way that is true to their brand DNA,” Mark Breitbard, president and chief executive officer of the Gap brand, said in a statement. “Palace is playing by their own rules and we are inspired by their craft. This partnership reflects style and skate culture of the moment.”
Gap Inc. CEO Richard Dickson told WWD in a February interview, “I’ve been spending a lot of time with our brands, starting to frame up a new architecture that draws from the past and inspires the future.”
Palace Gap is a 55-piece collection with the Palace logo underneath the Gap logo. Varsity jackets, Oxford shirts, pullover windbreakers, logo rugby shirt, tracksuits, board shorts, cargo pants, T-shirts and logo hoodies are included. There are also three logo skate decks and a limited-edition Jeremy Duck plush toy.
“Collaborating with Gap made sense because a lot of us grew up skating in Gap gear in the ’90s,” said Palace founder Lev Tanju. “Gap is so cool to us: clean, preppy, and all about the good American things like everyone being welcome. Gap put out so much iconic content in the era before it was called content.” Having Gap collaborate on the first Palace’s kids’ collection “is really special for us,” Tanju said.
The Palace Gap campaign was photographed by Jim Goldberg and directed by Will Robson-Scott. A 90-second film depicts young skaters exploring San Francisco landmarks like St. Mary’s Square, St. Francis Fountain and the Golden Gate Bridge. During their escapades, the kids skate at Pier 7 with legends Karl Watson, Elissa Steamer and Tommy Guerrero, and Palace skaters Kanin Garner, Jamal Smith, Heitor Da Silva and Jahmir Brown. The film also features singer-songwriter and “Sporty Spice” Spice Girl Melanie C, and 9-year-old professional skateboarder Anna Shea. The collection will be on gap.com and at select Gap stores.
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