Last week GAP posted their first installment of the “Joy It Up” mixtape series which showcases US indie talent. The mixtape is available only via the brand’s Facebook page. The artists have been hand picked by GAP’s design director who himself plays in one of the featured bands (Whitley Heights). The songs have been selected based on their ‘joyous’ quality and feature artists both signed to indie labels and those who remain fully unsigned. GAP feel the patronage of new, upcoming talent is a smart new direction for the brand, having worked with A-List musicians and celebrities alike in the past.
Check out the music here.