We got a sneak peak at Gap's PRODUCT (RED), which launches in October. The clothing and accessories will be co-branded, and 50% of all profits from the sales of (RED) items will be given to The Global Fund to Fight AIDS, Tuberculosis and Malaria, the benefactor of funds (and media attention) of the PRODUCT (RED) movement.
Gap's PRODUCT (RED) for Holiday 2006 includes tees, hoodies in cotton and in cashmere, jackets, jeans, bags, belts, caps, scarves, a bracelet, candle and Individuals, a book of celebrity portraits taken over the years by Gap (100% of sales from the book will be donated to the Global Fund). Prices will range from $10 to $350. Some PRODUCT (RED) tees are currently available in the U.K. The full line will be carried in flagship/key stores in the U.S. and U.K. starting in October (limited items in other stores), and will also be available online.
Our favorite picks are the Peace Parka for guys with hand-stenciled letters on the inside (pictured right), the super soft, discharge-printed tees (which are made in Lesotho) and the super comfy hoodies. We also liked the details on the denim and the messenger bags, which feature red thread and a small red tag, a subtle and effective approach.
The momentum and attention of PRODUCT (RED) is impressive. It's great to see how a good idea can take hold in the boardroom and in the marketplace, and help people both with aid and with economic development.
Also on CH: (RED) PRODUCT