On March 4th, the international clothing retailer Gap announced it will be joining a year-long celebration of the life and music of Jimi Hendrix in celebration of what would have been the artists’ 70th birthday by launching 2 limited-edition t-shirt.
The pair of cotton shirts, for men and women, available in black and white, are emblazoned with artwork from his upcoming rarities album People, Hell and Angels – an album of previously unreleased tracks recorded in 1969, the year Gap was founded in San Francisco.
Activation for this campaign include a contest : consumers will have the opportunity to win one of two Fender guitars by visiting the New York Soho store and posting pictures of the instruments present there on Instagram using the hashtag #JimiHendrixGap.
A contest that take advantage of other social media than the usual Twitter and Instagram duo as there’s also a chance to win the new Gap T-shirt and a copy of the album by pinning one of the new T-shirts on Pinterest.
Launched on the 5th of March simultaneously with People, Hell and Angels album launch, the shirts will also be available in US Store from March 15th and in a selection of stores across Canada, UK, France, Italy, Japan and China starting in late March.
“From the moment we opened our first store in 1969 selling jeans and records, Gap has always connected with people through music. This partnership is an opportunity to celebrate an influential, American artist whose music still inspires people today.” Seth Farbman, Gap’s Global Chief Marketing Officer, explained.
“In fashion, as in music, Jimi was adventurous, innovative and colorful. These beautiful shirts, along with Fender’s participation, are truly the reflections of his creative music, fashion and style” adds Janie Hendrix, President and CEO of Experience Hendrix LLC.