GAP-BODY – Berkowitz Studio

GAP
Reigniting an American classic

2007 – Gap Inc. hired Berkowitz to steer Gap Body for Men in a new direction. The company was intent on boosting their relevance in the highly competitive men’s underwear market. Working with the team at Gap, Berkowitz developed a new and innovative collection of men’s underwear, Cotton Stretch. In its first year or production, Cotton Stretch sold twice as many units as Gap’s basic 100% cotton underwear.

GAP-Classic-Cotton-Packaging-Original

SCOPE

Design Advisory
Brand Strategy and Positioning
Opportunity Discovery
Fabric Development
Print and Pattern
Prototypes
Fitting stages
Early Prototypes
Showroom Samples
Bulk Production

TAGS

#Gap
#GapFit
#Gap1969
#Fashion
#Underwear
#MensUnderwear
#CottonStretchUnderwearMen

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Creative Directions and Product Development Gap Body for Men

2007, Berkowitz reinvigorated Gap Men’s Underwear across four product categories: Packaged Underwear, Hanging Woven Boxer Shorts, Table Program of Folded T-Shirts, and Loungewear which included Knit and Woven P.J. Bottoms, Sweats, and Lounge Pants. Berkowitz worked closely with the Gap San Francisco Merchandising Team and New York Sourcing/Production Team. We explored, sourced, and produced new materials for underwear like stretch cotton spandex, peached fleece and infused the boxers with new colors, prints, patterns. The relaunch was highly successful and reached all Gap stores internationally.