Gap launches "Be your own T" campaignMonday, 14 May 2012
Using the t-shirt as a medium for self-expression, Gap aims to capture its customer's individual style with two digital experiences: T-It-Yourself (T.I.Y.) and Styld.by. The T.I.Y experience allows customers buying new Gap Tees creative ways to upcycle their old t-shirts into fashionable accessories in six steps or less—from flip flops and beach bags, to laptop sleeves and dog toys. The digital experience, created in partnership with Threadless, is to be refreshed throughout the summer and will live primarily on Gap’s Facebook page.
Styld.by, Gap’s collaboration with well-respected fashion and lifestyle blogs launched earlier this year, will introduce new content and partners and will feature key items from the men’s collection for the first time. Styld.by evolves the idea of a traditional catalog by asking partners to curate their own looks using key Gap pieces of the season and then deliver those looks in a way that encourages people to engage with them and share them through social media.
In addition to the digital experiences, Be Your Own T will be carried out through dynamic, large-scale “T” installations using real Ts that will show up on billboards and in Gap stores in top markets around the USA and select global markets.
Image: Be Your Own T