Gap, the founder of American authentic, has launched a music project1969 RECORDSLaunch the
The Gap's long history dates back decades. The Gap began as a small San Francisco boutique selling denim and vinyl records, coinciding with the Woodstock Festival, a historic event that has come to symbolize the American counterculture. The store's interior echoed with the latest music and an attitude that respected individuality. The brand gained popularity with the young people of the time, and has remained a mainstay of American casual wear for more than 40 years.
This summer, the city will be buzzing with the grand music project "1969 RECORDS," which aims to reexamine the background of the brand once again.
The first chapter of the 2016 music epic is the SUMMER MUSIC LOOKBOOK. Five artists who have caught the attention of core music fans have teamed up to create specially filmed original music videos and digital lookbooks. Each artist and up-and-coming filmmaker and photographer interpreted "1969" from their unique perspective and expressed it in music, video, and photographs.
These contents will be published in Gap's web magazine "GAP 1969 MAGAZINE" every Wednesday for five weeks starting June 1, 2016. Three of the participating artists, Awesome City Club, HAPPY, and never young beach, have already been announced. The other two groups will be released in the middle of this month, so we can't help but have high expectations for them.
Awesome City Club
HAPPY
never young beach
The independent attitude of this big brand is truly evident in the choice of artists, which can be seen as the current form of youth culture. Gap is also planning to launch the "Summer Movie Maker," which will allow users to create their own music videos, as well as live streaming content using a revolutionary method. It looks like we won't be able to take our eyes off of "Gap" this summer.
The following video, which is the first of its kind to be released in Japan, is a must-see especially for PORIN-chan fans of Awesome City Club.
GAP 1969 MAGAZINE" SUMMER MUSIC LOOKBOOK special site
