Key Points
- Gap launched OuiGap, a football-inspired collection by The Brooklyn Circus founder Ouigi Theodore, on May 29
- A recurring "'74" motif honors Haiti's 1974 World Cup team; Theodore was born in Haiti in 1974
- A companion capsule covers eight national teams: US, Mexico, Argentina, Spain, France, England, Brazil and Japan
- Theodore creative-directed the campaign shot by Ackime Snow; a New York community event follows in June
Gap has spent the last few years rebuilding its relevance on collaborators who arrive with a story, not just a logo. OuiGap, out May 29, is the latest: a football collection from The Brooklyn Circus founder Ouigi Theodore that treats the global game as a language of diaspora rather than a merch category.
What's in the collection
The OuiGap apparel and accessories — jerseys, jackets, knitwear and coordinated separates — carry a recurring "'74" motif. Alongside it, Gap released a separate national-teams capsule of jerseys, hoodies, T-shirts and hats for adults and kids, spanning the United States, Mexico, Argentina, Spain, France, England, Brazil and Japan. Both are sold on gap.com and at select Gap stores in key host cities, with international distribution across markets including the United Kingdom, Mexico, Japan, Spain and China.
The Haiti '74 thread
The "'74" is personal. Theodore was born in Haiti in 1974 — the year Haiti's national team reached the World Cup for the only time in its history — before moving to New York, where he founded The Brooklyn Circus in 2006 and built it into one of the most respected independent menswear labels working the line between heritage tailoring and street culture. He last designed with Gap in 2023. "There's something powerful about seeing global sport, heritage, fashion, and art come together," Theodore said. "Ayiti to the Future."
Why it's more than a jersey drop
Under president and CEO Mark Breitbard, Gap's collaboration run — Dapper Dan, Sandy Liang, Victoria Beckham and now Theodore — has been less about borrowing cool than about handing a mass-market American label to people who can make it mean something specific. The Dapper Dan "DAP GAP" capsule turned a Harlem legend's name into a Gap collection; OuiGap does the same work through football and the Haitian diaspora. "Ouigi Theodore is a true collaborator and a culture shifter who understands that fashion is most powerful when it tells a story," Breitbard said. The campaign, creative-directed by Theodore and photographed by Ackime Snow, frames the collection around a "global village," and a New York community event in June will turn the launch into programming across football, fashion and music.
Source: Gap Inc.
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