Gap and Madhappy Launch Collab, Campaign With ‘90s Archival Inspiration

Gap is collaborating with Madhappy, the Los Angeles-based direct-to-consumer brand, on a limited-edition collection of women’s, men’s and kid’s apparel that sources inspiration from the Gap archive .

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The 41-piece collection features the MAD Arch logo on sweatshirts alongside reinvented Gap essentials such as denim, outerwear, hoodies and accessories.

The collection will be available at eight Gap stores in the U.S., two Gap stores in Japan, madhappy.com, gap.com and Madhappy stores on Aug. 2 at noon ET. Most of the items are fleece and denim. Retail prices range from $34.95 to $158.

“Madhappy is a brand that lives beyond their product by fostering a community of optimists — this was a natural alignment to our values of championing self-expression and individuality. The result is not only a product we’re proud of, but a collaboration that’s rooted in a shared purpose of spotlighting true originals who are inspiring optimism through their own lens,” said Calvin Leung, head of creative at Gap .

The collaboration’s campaign draws reference to the iconic “Individuals of Style” Gap campaign, which was introduced in 1988 and ran through 1996. Madhappy and Gap highlight a multifaceted cast who embody authenticity and an optimistic perspective. Bridging art and culture, the campaign features Devon Lee Carlson and 070 Shake, with the support of Ottawa Kwami, Reign Judge, Stella Lucia Deopito and Eera.

Noah Raf, cofounder of Madhappy, said the team went into the Gap archives in New York and focused on fleece and down from 1990-99.

“I was born in 1996 and my brother and I emigrated from Italy here [my parents are from Iran], the first thing I’m wearing in the U.S. when I’m four or five is this little Gap hoodie. It was a full circle moment for me too,” Raf said.

They are making new clothes that are referencing archival styles, graphics and washes. All of the products will be co-branded, with a label that has Gap with Madhappy underneath. Products are produced at Gap’s factories in Vietnam.

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Among the looks are a denim trucker jacket, five-pocket baggy pant, and denim and fleece combined jacket. “All the hoods of the fleece products have our signature stitch detail,” Raf said.

Right now, the deal is for one season, but they are in conversations to continue, Raf said.

“The basis of our brand is really built on this idea of sharing positivity into the world and having a larger conversation around mental health. And trying to make that conversation more approachable. It’s a very tall task,” Raf said.

As part of the collaboration, Gap will donate to The Madhappy Foundation, a nonprofit organization with a mission to raise awareness, fund research and positively impact the mental health movement globally.

Madhappy, which began seven years ago, has a 3,000-square-foot flagship in West Hollywood on Melrose Avenue. The company will open a store in New York’s NoLIta neighborhood in March and two stores in Tokyo and Seoul in the fall of 2025. The firm is mostly direct-to-consumer, but does sell at Dover Street Market.

Madhappy makes primarily sportswear, along with knits, technical outerwear and footwear.

With his Iranian Italian background, Raf said he is living the American dream. “Gap is at the center of American heritage. For me, that’s super special.…People are always bashing on America, but for someone who’s not originally from here, I am very grateful to be here,” Raf said.

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