Home of the Hoodie: Gap Debuts “Hoodie House” at Outside Lands, Honoring Bay Area Roots, Celebrating Music & Style, and Showcases a Custom GapStudio Gown Worn by Gracie Abrams
This weekend, Gap brought its hometown spirit to life at Outside Lands 2025, honoring the city’s creative energy and the brand’s deep Bay Area roots. Blending music, style, and community, the brand activated across the festival—from an immersive “Hoodie House” customization space to an on-stage custom GapStudio gown for singer-songwriter Gracie Abrams.
“Gap is at the intersection of fashion, music, and culture, and activating around major cultural moments in our hometown is a powerful way to showcase the creativity of our community,” said Mark Breitbard, President and CEO of Gap brand. “The Hoodie House celebrates our musical heritage and reimagines one of our most iconic items through the vision of local artisans. It’s a tribute to music, personal style, and the city that continues to inspire us.”
The centerpiece of Gap’s presence, the “Hoodie House,” reimagined one of the brand’s most iconic items through the lens of local artistry. In partnership with Holy Stitch!, a San Francisco–based nonprofit founded by Julian Prince Dash that empowers local youth and displaced workers through tailoring and design, festivalgoers were invited to make their own Gap hoodie one-of-a-kind with:
- Custom patches inspired by Outside Lands, San Francisco, and Gap’s heritage
- Water-based paint markers for freeform design
- Abrasion and riveter tools for distressing and detailing
“Partnering with Gap at Outside Lands is an incredible opportunity for our students, interns, and apprentices to show the world what they’re capable of,” said Julian Prince Dash, founder of Holy Stitch! “From embroidery to spray paint, studs to sewn patches, each piece becomes a wearable memory. With Gap as a San Francisco-born icon and Holy Stitch! rooted in community impact, this collaboration is a powerful reminder that customization is about self-expression, ownership, and empowerment.”
In spirit of celebrating music and Gap’s connection to culture, singer-songwriter Gracie Abrams wore a custom GapStudio blush pink gown in vieux rose silk crepe de chine designed by Zac Posen for her Outside Lands stage performance, bringing GapStudio’s expert tailoring and intricate detailing to deliver a modern expression of American style.
"I'm honored to be dressing Gracie Abrams for this special performance in Gap’s hometown of San Francisco,” said Gap Inc.'s Executive Vice President and Creative Director, Zac Posen. "It's always been an exciting part of my career and my continued work at Gap Inc. to recognize and dress the next generation of great artists and icons of influence.”
Follow @gap and @gapinc to see how Outside Lands 2025 came to life.
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