Product Development

GAP SUMMER 2020

SURFWASH DENIM

I rejoined the Gap as Executive Creative Consultant, with the mission to help re-establish brand filters for product and refocus marketing for the brand.  I worked closely with the Gap Design & Concept teams during product development. There was a special focus on capsules that would become the big seasonal ideas and important marketing messages.  The capsule we named ‘Surfwash Denim’ was a great way to create product that felt appropriate for the company DNA, while speaking to denim in a warm weather way. This capsule focused on dye techniques, indigo, chambray, and vintage prints.  This product was marketed as a big idea for the Summer season on gap.com and gap stores globally.