Brand
How TikToker Julia Huynh’s Viral Hoodie Hunt Led To A Collab With A Major Retailer
Gap Inc. has released a new hoodie design in collaboration with TikTok influencer Julia Huynh, marking the retailer’s first co-designed product with a social media creator.
The partnership emerged after Huynh’s “Hoodies That Hoodie” video series gained traction on TikTok, where she maintains a following of 1 million users.
According to Muse by Clios, the collaboration began when Huynh’s videos, which featured detailed reviews of hoodies from her personal collection, circulated among Gap’s office staff. Rather than sending product samples, Gap’s head of creative, Calvin George Leung, invited Huynh to the company’s New York offices to work directly with their design team.
The resulting Extra Heavyweight Hoodie, now available online and in select stores, incorporates specific design elements based on Huynh’s criteria. Her input influenced multiple aspects of the garment, including hood dimensions, shoulder drop measurements, and waistband width specifications.
Leung created a TikTok account specifically to contact Huynh, describing the development process as “extremely organic and fast.” The project represents a departure from traditional product development methods at Gap, which has manufactured hoodies for nearly three decades.
The collaboration emerged during Gap’s internal discussions about developing an upgraded hoodie offering. According to Leung, the timing of Huynh’s viral series aligned with these plans, prompting the company to pursue the partnership.
“Rather than just sending one of ours to her, what if we learned what she was looking for and made one with her?” Leung told Muse by Clios, noting that the viral nature of Huynh’s content indicated broader consumer interest in hoodie design improvements.
The initiative signals a shift in Gap’s approach to product development with creators, with Leung indicating this collaboration could “open the door for more ideas.”
According to a recent Traackr report, fashion brands are increasingly partnering with larger influencers in 2024. The overall number of fashion-related posts decreased by 17% year-over-year, and the estimated impressions for sponsored content increased by 21%. Despite decreased total posts, fashion content is reaching a broader audience.
