In the first collaboration under its its "fashiontainment" platform, Gap Inc. has entered into a multi-year entertainment partnership with Just Your Type (JYT), an American boy band developed by Grammy-nominated songwriter and producer Freddy Wexler.
In partnership with Wexler and his Records/Republic Records, the Gap brand will activate the platform, co-developing the collaboration with JYT across content, live experiences and fashion. (Fashiontainment is Gap Inc.'s strategy to leverage its brands to create content, licensing, partnerships and experiences across music, sports, Hollywood and other forms of entertainment with a goal of deepening relationships with consumers.)
Developed by Wexler, JYT has emerged as one of music's fastest-rising new acts, Gap said, generating more than 450 million views during the past 90 days and building an audience of more than 2 million followers across social platforms.
As part of the partnership, Gap will co-produce a multi-episode docuseries following the band behind the scenes, giving audiences an inside look at the band's journey, personalities, relationships and creative work. In October, JYT will embark on a national mall tour, ...