Gap will bring its Hoodie House to Coachella as the festival’s exclusive apparel sponsor and official merchandise partner.
The Coachella Valley Music and Arts Festival will take place April 10 to 12 and April 17 to 19 in the Coachella Valley of Southern California.
Located directly on the festival grounds, Hoodie House will be an immersive hub where festival-goers, creators and artists can connect through fashion, music and culture. The space will feature exclusive product drops, customization and lounge seating where guests can recharge, create content, cool down and experience Gap in a new way.
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At the center of the activation is a limited-edition Gap x Coachella hoodie available both weekends. Offered in a monochrome palette of black, navy and Gap’s signature heather gray, the hoodie can be personalized on-site at Hoodie House with limited-edition custom patches, hoodie drawstring bead sets, and collective bag charms, with new charms dropped each day — all designed exclusively for the Gap experience at Coachella. The activation marks Gap’s second iteration of its Hoodie House, which first was introduced in San Francisco last fall.
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The hoodie is available in Gap’s heavyweight fleece and VintageSoft French terry fabrications. The limited-edition style will be available in sizes XS to XXL, and retail for $100, with $10 customization available on-site.
“Coachella is one of the most influential global stages for music, movement and creativity, making it a natural place for Gap to show up and engage audiences in a meaningful way,” said Fabiola Torres, chief marketing officer, Gap brand. “As we continue to strengthen our connection to music culture, Hoodie House brings one of our most recognizable icons into that environment and gives festival goers the opportunity to make it their own.”
Hoodie House — accessible to both general admission and VIP ticket holders — will also offer unique access for Gap Encore members and credit-card holders, who will have the opportunity to reserve express access to the activation in the Encore Market ahead of the festival. All festival attendees can join Encore for free to play the Coachella access.
Following the launch of Grammy-nominated artist Young Miko music video and a viral campaign with Katseye, Coachella marks the next step in the Gap’s evolving strategy to connect fashion, music, and community, while reinforcing the brand’s position as the Home of the Hoodie.