JYT Joins Gap for Multi-Year Partnership

JYT will partner with Gap Inc. in a multi-year deal, becoming the first act to anchor the company’s new Fashiontainment platform. The collaboration will span original entertainment, live events, fashion and social content, with Gap the first brand in the company’s portfolio to activate the program.

JYT is made up of Recker Eans, Toby Green, Caden Adamonis, Bryan Chan and Tyler George. Developed by songwriter and producer Freddy Wexler and signed to Wexler Records/Republic Records, the group combines vocals, choreography, songwriting, acting, musicianship and digital storytelling. The band has generated more than 450 million views over the past 90 days and built an audience of more than 2 million followers across social platforms.

The partnership’s live component will begin next month with a national mall tour featuring performances, fan experiences and in-store activations at select Gap locations. JYT will also co-design a Gap capsule collection, with each member contributing elements based on his personal style, while Gap will dress the group for select performances during the partnership. The collection is planned for Gap stores and gap.com.

Gap will also co-produce a multi-episode docuseries following JYT behind the scenes as the group works toward music and live-performance milestones. The series is intended to cover the members’ creative process, relationships and day-to-day development as a band, while additional social content will extend the collaboration across music, fashion and culture platforms. Pam Kaufman, Gap Inc.’s Chief Entertainment Officer, leads the company’s newly created Entertainment division and oversees the Fashiontainment strategy. She said the partnership is designed to connect several parts of the brand’s business. “With JYT, we’re drawing on the full breadth of Gap—from creative storytelling and fashion to our stores and experiences—to give audiences multiple ways into the band’s world,” she said.