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Gap is heading to the desert.
The American retailer has signed on as the exclusive clothing sponsor and official merch partner for the Coachella Valley Music and Arts Festival, marking its first official partnership with the iconic Palm Springs fest as brands continue to look for ways to show up on the ground at large-scale festivals.
Timed to the festival’s April weekends, Gap will debut “Hoodie House,” an on-site activation located on the festival grounds and open to both general admission and VIP ticket holders. The space will function as a hybrid retail hub and lounge, offering exclusive product drops, customization stations and shaded seating for festivalgoers looking to cool off between sets.
At the center of the partnership is a limited-edition Gap x Coachella hoodie, priced at $100 and available only during the festival. The style comes in a monochrome palette of black, navy and heather grey and is made in heavyweight fleece and French terry, designed to transition from daytime wear to cooler desert evenings. On-site customization options include patches, hoodie drawstring bead sets and collectible bag charms, with new designs released daily.
The activation builds on Gap’s “Hoodie House” concept, which first launched in San Francisco in fall 2025, and expands it to a larger audience at the Palm Springs fest. Coachella has increasingly become a key platform for brand activations, with fashion and lifestyle companies investing in immersive, in-person experiences that sit alongside the festival’s music programming.
Gap will also incorporate its Encore loyalty program into the experience, offering members and credit card holders the ability to reserve express access to the space ahead of the festival. Attendees can also interact with on-site elements like a claw machine offering prizes, including potential upgrades to VIP access.
While tickets sold out on the official Coachella website, tickets are still available to both weekends of Coachella on resale sites such as StubHub, Vivid Seats, Seat Geek and Ticketmaster. Buy Coachella tickets below:
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