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JYT & Gap Are Bringing Boy-Band Mania Back to the Mall With a New Fashion Collection
Gap has partnered with rising boy band Just Your Type (JYT) on a limited-edition clothing collection and nationwide mall tour, combining live performances with shopping and fan events. The collaboration draws on 1990s mall culture and is part of Gap Inc.’s new Fashiontainment platform, which will also feature a behind-the-scenes series about the group.
The five-member band is made up of Recker Eans, Toby Green, Caden Adamonis, Bryan Chan and Tyler George. Gap says JYT attracted more than 450 million views in 90 days and has over 2 million social media followers. The tour has already visited Miami, Atlanta and Houston, with further dates in Dallas, Los Angeles and New Jersey; the collection launched online on 30 October, with hoodies priced at $118 and matching sweatpants at $88.
In short
- Gap and JYT have launched a clothing collaboration and mall tour.
- The group drew more than 450 million views in 90 days, according to Gap.
- Hoodies cost $118 and sweatpants $88.
Explained simply
Gap is an American clothing retailer known for casual clothes such as jeans, sweatshirts and T-shirts. It is part of Gap Inc., which is using its Fashiontainment platform to bring fashion together with entertainment and fan events.
Just Your Type, or JYT, is a five-member boy band whose members are Recker Eans, Toby Green, Caden Adamonis, Bryan Chan and Tyler George. Gap says the group has built a large online audience, measured in social media followers and video views.
The partnership draws on the 1990s tradition of shopping malls as places to meet, shop and see performers. It matters as an example of a clothing brand using live events and online content to connect with fans as well as sell clothes.
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