Branding News: Design choice - Gap Red

Gap initially seemed to promise a kind of Yankee Yuppytopia. But over time, the basics we loved became, well, basically boring, and, just like a twice-laundered Gap T-shirt, a little washed-out.

How cool it was, therefore, to see a riot of red shout out from the usual palette of pastels. Gap has joined Red, the global initiative that links American Express, Gap, Giorgio Armani and Converse, to donate a percentage of sales to The Global Fund, which raises money to fight AIDS, tuberculosis and malaria.

The retailer is to create a line of Red clothing, and has started with a range of vintage-look T-shirts, manufactured in Africa from 100% African cotton. A bold frontage trumpets 'The (Red) Thing' and point of sale supports this with Admi(red), Desi(red) and Requi(red).

Post-yellow-and-white wristbands, you could argue that we need more philanthropy-centric goods like Bono needs another pair of shades. But it may be that a product focus, allied with ethical values, will keep Gap out of the creek.

However, since his 'Just give us your money' comment, I'm with Bob Geldof, and hope Gap finds ample kind(red) spirits to wear their hearts on their (short) sleeves.

- Design: In-house.

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