Dive Brief:
- Gap will launch its second collaboration with womenswear brand Dôen this week, according to a press release Tuesday.
- The 38-piece collection will include vintage-inspired styles and a “feminine interpretation” of Gap classics. The collab will also include baby and men’s apparel, which marks Dôen’s first entry into menswear.
- The collection will be available online and at select Gap retail stores beginning Friday, and prices range from $34 to $158. Pieces in the collection are available in men’s, women’s and children’s sizing, per the release.
Dive Insight:
Gap’s first collaboration with California-based Dôen launched last year, and executives from both brands said in Tuesday’s press release that the success of the first collection led to the second.
Pieces in the new line include a Gap logo hoodie featuring Dôen’s typeface; summer dresses with eyelet details; matching sets in red, white and navy colorways; denim jackets, dresses and trousers; and men’s tops.
The collection was produced in international factories that participate in the Reimagining Industry to Support Equality program, or RISE, per the release. The program was founded in 2023 by Gap, HERproject, Better Work and CARE, and its partners include brands, manufacturers, civil society groups and trade unions. Its mission is to support gender equality for garment workers through educational and training programs.
Dôen joined the RISE program this month and launched the program within its own supply chain, said Margaret Kleveland, co-founder and CEO of Dôen.
“We are especially excited about the factories chosen to manufacture the Gap × DÔEN collection given the role RISE plays in our overall impact strategy,” Kleveland said in the release.
Privately owned Dôen launched in 2016 as a digitally led fashion and lifestyle brand. In addition to Gap, it has also collaborated with Heather Taylor, a California-based homegoods company.
Collaborations are a key part of Gap’s strategy. The brand has recently partnered with Harlem’s Fashion Row and Cult Gaia, as well as movie franchises including “Star Wars” and “Wicked.”
