Gap’s New Take on Licensing

As 2025 is still shaping up, Hannah Bravo, director, merchandise sourcing third-party logistics, contracts and royalties, Gap, talked to License Global about how the brand is honing in on its apparel collections through its licensing program.

Gap Licensed Capsule Collections

While Dickson joining Gap signaled a change in the brand’s overall design, its licensing program was also revived. In 2024, the clothing brand is working with classic brands like Disney and “Paddington” but also with independent designers like Cult Gaia, Doen, Madhappy and Palace. Gap’s licensing strategy is integral to the brand’s resurgence.

“Our licensing business has always been an important part of our business year-round,” says Bravo. “Beyond our 365 approach, our licensing strategy focuses on bringing in new audiences and expanding our reach across all categories to appeal to everyone in the family with elevated product that creates impactful family moments. Our licensing partners allow us to connect with what is relevant in culture, so we identify partners who allow us to tap into what our customers are looking for.” 

In Sept. 2024, to mark 10 years of partnership, Gap and Disney announced new apparel collaborations featuring classic Disney characters on classic Gap apparel, with a more distinct approach.

“As we continue expanding our relationship with Disney, fans can expect to see more diversity in the franchises,” says Bravo. “Our partnership centers around the key cast of Mickey and Friends, but we are eager to explore new themes and characters across the Disney universe.”

Part of the Disney universe is “Star Wars,” which collaborated once again for a line of apparel described as “elevated and edgy,” but it will also catch the eye of a casual fan of the IP.

Featured Presentations

In November 2024, Gap was part of Universal’s massive “Wicked” licensing rollout which was covered in License Global’s cover story in Dec. 2024, with branded apparel for women, men and children. “Wicked” fans are counting down the days to part two, to be released in Nov., which will feature Gap branded apparel.

“We are excited to continue our partnership with Universal in 2025, especially as fans of both of our brands await the highly anticipated release of ‘Wicked: For Good,’” says Bravo.

For the release of “Paddington in Peru,” STUDIOCANAL worked with Gap for its babyGap and toddler collection. The first collaboration hit stores in the U.K in October 2024, while the U.S. collection dropped last month.

“The ‘Paddington’ collection was a global assortment, so there were no differences by region,” says Bravo. “While we didn’t use artwork from the movie, the collection featured newly designed imagery created to tell the story Paddington through our most loved Gap styles.” 

The New Style

In February, Gap debuted its first collection with the National Basketball Association (NBA), which was timed to the annual event, All Stars Weekend, in San Francisco. The 118-piece line is a classically Gap interpretation on NBA team logos through our iconic essentials including denim, fleece, tees and accessories for the whole family.

So, What is the common thread (no pun intended) between independent labels, known brands and Gap?

“Each collaboration is a chance for us to bring new customers into our brand,” says Bravo. “With every collection, we hope to surprise customers with new ways to style the brands they love. Collaborating with partners that both share our values and have a unique style perspective is a core way to infuse newness into our product and reimagine our most-loved essentials.”