To celebrate its 40th anniversary, clothing brand GAP wanted a way to mark the occasion with an event that would make a big impact and get people talking about the brand. It decided to team up with the New York Stock Exchange, getting all traders to wear jeans for the day.
GAP became renowned for its jeans-wear back in the sixties when icons such as James Dean made the clothing fashionable. Always associated with blue-collar professions because of their hard-wearing nature, the GAP event was the first time jeans have been allowed onto the trading floor of the New York Stock Exchange.
On 21st August, GAP outfitted 1200 traders in its new 1969 Premium Jeans collection – named after the year the company was founded. Media organisations
were invited onto the floor to photograph the traders at work and to mark the close of play at 4pm, GAP North American president, Mark Hansen, and founding family members, John and Bill Fisher, rang the Closing Bell remotely from GAP’s San Fransisco HQ.
The stunt gained major press coverage across the states and reinforced GAP’s credentials as a stalwart of the fashion industry, at the heart of American culture.
BRAND:GAP
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