GAP celebrates 10 years of the (RED) campaign with a special collection
Gap celebrates (RED)'s 10th anniversary and its role as the founding apparel partner of the AIDS organisation founded by Bono and Bobby Shriver with the release of a special collection of apparel featuring the iconic (Gap)RED logo design, showcasing inspiring texts such as SUPER POWE(RED), INC(RED)IBLE and FI(RED) UP. These will be offered in tees, sweatshirts and tanks for men, women and kids.
The collection also features outerwear and denim, including a classic bomber and straight selvedge jeans for men and a denim jacket, jeans and sleeveless puffer vest for women.
"It is an honour for Gap to celebrate (RED)'s 10th anniversary. We're proud of Gap's role in helping (RED) launch 10 years ago," said Jeff Kirwan, Global President, Gap. "(GAP)RED takes what we do best - creating great products that people love - and provides customers an opportunity to take part in positive change. We're pleased that our (GAP)RED collections spark meaningful conversations that inspire people to join the movement to end AIDS."
Gap has contributed $10 million dollars to the Global Fund to Fight AIDS, Tuberculosis and Malaria and has encouraged customers to support the fight through its (RED) partnership product collections that have heightened awareness of the AIDS pandemic and the opportunity to end it by 2030.
Deborah Dugan, CEO, (RED) said: "This year is an important anniversary year for (RED) which has generated a total of $350 million so far and impacted the lives of 70 million people. With our wonderful (RED) partners like Gap, we're doubling down on our efforts to fight this preventable, treatable disease. We're honored to see Gap once again bringing great (RED) apparel items to their stores around the world, making it easy for everyone, everywhere, to join the fight."
Mark Dybul, Executive Director, the Global Fund to fight AIDS, Tuberculosis and Malaria, said: "The $10 million generated by Gap through their (RED) partnership underlines the importance of the private sector to ending the AIDS epidemic. Their contribution has enabled the Global Fund to improve the lives of many affected by HIV."
To amplify the collection's important message, Gap will release a series of videos that demonstrate the partnership's impact on the fight against AIDS. This storytelling will engage audiences across Gap's digital channels and social platforms and customers are encouraged to join the conversation by tagging social content with the hashtag #endAIDS.