Gap’s New Campaign Honors Stephen “tWitch” Boss

Gap’s newest campaign is dedicated to the memory of the late Stephen “tWitch” Boss. In the imagery shot prior to the renowned dancer’s passing late last year, Boss models pieces from the retailer’s collaboration with menswear brand The Brooklyn Circus. In line with his legacy, as well as his close personal friendship with Brooklyn Circus founder Ouigi Theodore, the collection “explores the concepts of individuality, movement and modern prep,” per a press statement.

Drawing its inspiration from academia, music, street style, and Black culture, the collection features a variety of silhouettes including chinos, basketball shorts, and varsity jackets. Gap’s signature denim also made an appearance in the campaign, as well as accessories like hats, tote bags, pins, and bandanas. Other public figures included in the campaign are actor and LGBTQ+ advocate Indya Moore, boxer and “Euphoria” star Javon Walton, and Theodore himself.

“When Stephen and I first saw his images from the campaign, it brought tears to our eyes. He was so moved by how they captured his true essence, and he was excited for the world to see them,” said his wife, Allison Holker. “We pay tribute to Stephen’s life by sharing these images in homage to the joy and light he brought to everyone around him.”

As an additional tribute to Boss, Gap is also donating to Vibrant Emotional Health in order to support the 988 Crisis Lifeline — a resource that provides free and confidential emotional support 24 hours a day to people in crisis. The collection will be available on both brands’ websites as well as in select Gap and Brooklyn Circus stores.

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