AUSTIN — Gap isn't a brand that you'd expect to see at SXSW, but it's making a splash during the music portion of the festival, partnering with Tumblr to bring Austin-goers tunes by Macklemore and Ryan Lewis, the Shout Out Louds and more. (The brand is also the official t-shirt partner of SXSW.)
Working with musicians is a recent turn for Gap, but it's actually a return to the brand's original roots — in the early days, the company was called "Pants and Discs" and sold denim and vinyl under one roof. But in the past year especially, Gap has upped its cool factor by embracing indie musicians, fashion bloggers and creating 'lo-fi' content on hot new apps, like Vine (not to mention Instagram, Tumblr and Pinterest).
Read More... [Source: Mashable! - Posted by FreeAutoBlogger]
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