Gap Inc. brand and collaboration initiatives

Gap Inc. has initiated several strategic brand developments, including the launch of a new subbrand, Old Navy Sport, designed to consolidate its activewear assortment through refreshed seasonal styles and modern silhouettes.

In addition to the Old Navy expansion, Gap announced a collaboration with the Parisian label A. P. C. to produce a 37-piece capsule collection. The collection merges American casual style with Parisian sophistication, focusing heavily on denim, including items made from Japanese-made selvedge denim. The lineup also features tailoring, knitwear, and outerwear.

The collaborative collection is scheduled for release on September 19, 2026, with availability in Japan through select stores and a pop-up at Dover Street Market Ginza. The launch is supported by a short film titled ‘The Long Way,’ set in Montmartre, Paris.

Following its scheduled release, the autumn collection has officially launched, offering menswear, womenswear, and accessories. The partnership blends American denim heritage with French aesthetic influences, incorporating timeless staples such as Oxford shirts, corduroy, and nautical stripes.

Significant denim offerings include men’s items made from Japanese denim, such as the Denim Jacket and Relaxed Straight Jeans, while women’s selections feature High Rise Stride and Low Rise ’90s Loose fits in 100% cotton denim. The collection also integrates cashmere, wool, and heavy sweatshirts, while visually combining the Gap logo with A. P. C.’s graphic language. The launch is supported by the short film ‘The Long Way,’ directed by Karl Cannone.