Gap glows up its already-trendy logo sweatshirt with a crew of new colors. The catch? The new selection of shades will be chosen by the brand’s TikTok followers.
At this point, TikTok has become a veritable treasure chest of trends that forward-thinking brands should be tapping into. In addition to picking up on the Y2K comeback, Gap now demonstrates that even the simplest elements are worth paying attention to – in this case, color. For example, the color brown has been making the rounds on TikTok for some time now, with creators opting for head-to-toe chocolate-toned outfits and even painting existing items of their wardrobe in the rich hue for a DIY instant style refresh. That in mind, it’s not surprising that Gap’s new line is led by a $60 brown logo hoodie, which is already sold out online (though it can be back-ordered). The label, which leaped nineteen spots in Gartner’s Digital IQ Index: Specialty Retail, is crowdsourcing the remaining new colors from its growing TikTok audience via interactive polls until July 2, and choices ranging from Pantone’s color of the year (yellow) to fashion’s current favorite, fuschia. The new shades will make their debut this fall, just in time for sweater weather.
Gap’s new groove isn’t just a fluke though. Like many brands, Gap has been mining TikTok for trend opportunties for over a year now. Its most recent revelation offers a simple gateway for brands to dip a toe into trends while sticking with their original silhouette, plus a chance to interact with fans in a mutually-beneficial way.