GapKids and babyGap introduce RED collections

Source: Retail Digital

Date :7/2/2007 9:26:46 AM

All Gap RED clothing is designed to help eliminate AIDS in Africa.

babyGap and GapKids recently announced a new, limited edition RED collection made especially for babies and children. As part of Gap’s global partnership with RED, half of the profits from Gap’s sales of the babyGap and GapKids RED collections will go directly to the Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.

“Gap is proud to be a partner of RED and we’re excited to introduce our first ever collection of RED clothes for kids and an extended collection of RED items for babies,” says Pam Wallack, president of babyGap and GapKids. “Our new babyGap and GapKids RED clothes provide a unique opportunity for our customers to help make a real difference in the lives of mothers and children in Africa.”

Earlier this spring, babyGap introduced a collection of RED bodysuits for babies featuring playful “(RED)” words including DIAPE(RED) and DELIVE(RED). GapKids and babyGap just introduced a new, extended assortment of RED items for kids and babies like bodysuits, T-shirts, hoodies and pants featuring baby bodysuits featuring the word ADO(RED), T-shirts for girls with the word INSPI(RED) and hoodies for boys inscribed with DISCOVE(RED).

Photographed by Annie Leibovitz, the RED ads feature a cast of incredible celebrities who are inspired by and passionate about the cause. The photographs feature different celebrities, actors and musicians, wearing their favorite Gap RED item in a way that expresses their individual style. The campaign spreads also feature poignant phrases that emphasize the importance of joining the fight to eradicate AIDS in Africa – they read “Every Generation Has a Voice”, “Every Generation Has a Heart” and “Inspire The Next Generation To Change The World”.

Since its launch in the spring of 2006, RED and its partners have raised more than $25 million for the Global Fund. More than $11 million of the (RED) money is already at work in Swaziland and Rwanda providing antiretroviral treatment for HIV positive individuals, funding HIV prevention programs, feeding and educating children orphaned by AIDS, and providing the 12 cent treatment needed to help prevent the transmission of HIV from mother to child. Because of (RED) and the Global Fund, over two hundred thousand HIV positive mothers in Rwanda and Swaziland have been given treatment to help ensure that their children are born healthy and over 25,000 people are now on lifesaving drugs.