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Gap Targets Gen Z by Teaming Up with Telfar

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The designs of Telfar are coming to a Gap store near you.

Gap announced last week at Paris Fashion Week Men’s that it is teaming up with the Gen Z-centric brand for a collaboration this year.

Part of the new class of cool-kid labels like Pyer Moss and Off-White, Telfar may not be the first name that comes to mind when picturing the Gap—and that’s exactly why both brands are coming together to create a special collection. The way Gap sees it, they’re actually very similar.

“Gap is an iconic American brand with a rich history rooted in embracing diversity and promoting creativity and innovation, and the Telfar brand is built on these same principles,” John Caruso, Gap vice president of adult design, said.

“From the moment we began talking with Telfar about the collaboration, we were captivated by his vision and the parallels between the brands, and we are excited to unveil a partnership built on these shared values,” he added.

Telfar was founded in 2005 by Teflar Clemens, who has become the poster child for inclusive fashion. In 2017, he nabbed a the CFDA/Vogue Fashion Fund Award and his show has become a hotly anticipated event on the fashion week calendar.

Along with famously redesigning White Castle uniforms in an effort to make service workers feel more like themselves, the brand has garnered other notable headline. New York Magazine recently named the brand’s signature Shopping Bag, a boxy carryall with the brand’s logo, the “Bushwick Birkin,” describing it as a “symbol of group identity for young, creative New Yorkers, especially queer people and people of color.”

Gap announced the collaboration at Telfar’s Paris Fashion Week Men’s party, which was hosted at the Gap’s multi-level Tronchet store in Paris. It was the first time in Gap’s history that the brand was present at Paris Fashion Week Men’s.

For the event, the store was turned into an after-hours club that drew performances by Yves Tumor, Sophie, Hirakish, Hawa, Sega Bodega and Total Freedom, and brought together a number of personalities, including Kate Moss and Sophia Bush.

Further details on the collaboration will be announced in the coming months.

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