Following the success of last year's partnership, Gap and Dôen are thrilled to unveil a second collection inspired by vintage California styles, designed to celebrate enduring femininity.
Margaret Kleveland shared, "One of the main factors in deciding to do a second collection—something we confirmed verbally on launch day—was the collaboration with the Gap team, particularly the creative side and Mark's leadership." She highlighted the strong alignment between their brands, emphasizing their shared commitment to prioritizing the customer experience.
The new Gap collection is comparable in size to the first. "We approached it in a more informed way, gaining insights into what our customers truly desire from us," Kleveland explained.
The sisters noted that they gained valuable insights from working alongside a large corporation like Gap. "They have a concise way of discussing their various shopper types and really grasp who their customers are, particularly in relation to our collection, which drew heavily from our and their brand icons. They possess a deep understanding of who purchases their iconic pieces. Plus, their team is incredibly dedicated and hardworking. Another crucial aspect for us was the RISE initiative," Kleveland added.
The Gap x Dôen collection was created in international factories that are part of the RISE initiative. RISE unites prominent fashion brands, manufacturers, civil society organizations, and trade unions to promote gender equity in the global garment industry.
"We were honored to be chosen as a small business partner for the RISE program, and we officially integrated this initiative into our supply chain this April," said Margaret Kleveland. "Having the opportunity to participate in large-scale production programs and foster value-added manufacturing relationships is incredibly exciting. The fact that Gap has taken the lead with RISE and that we could collaborate to enhance the supply chain for this collection is truly thrilling," she added.
The collection features various styles, including a transitional Gingham denim jacket that complements the Gingham denim minidress. The expanded denim offerings include an oversized denim jacket, high-rise pleated denim shorts, men's pleated denim trousers, and a denim sailor minidress, which is also available in toddler sizes. For men, the collection includes an organic cotton poplin big shirt, along with other essential menswear items like the eyelet shirt and the pocket T-shirt.
Additionally, Margaret Kleveland stated, "The initial Gap drop sparked significant brand discovery, fueled by the rapid sellout of the collection. We aim to not only delight our current customers but also create an opportunity for new Gap customers to find us through their purchases."
The first collection, released last summer, saw seven of its top styles sell out within just three days. The items were produced in Bangladesh, Cambodia, China, India, Indonesia, Sri Lanka, and Vietnam.
Kleveland highlighted that the advertising campaign features long-time muses and supporters—"women we admire who have been with us from the start. This collection is a tribute to them and the partnership that has guided us here," she explained.
The campaign emphasizes genuine connections and joyful moments that reflect the brand's core values of community and togetherness. Filmed in February in New York, the visuals will not be featured on billboards due to the quick sellout nature of the collection; instead, they will be showcased on high-impact social media platforms, in emails, and in-store windows.