The highly anticipated second installment of the Gap x Dôen collaboration is set to launch on May 2, following the viral success of its initial release last spring. The first partnership between the classic American retailer and the California-based brand Dôen, known for its vintage-inspired aesthetics and celebrity-favored designs, sparked a frenzy online and in stores. The limited-edition pieces, all priced under $150, sold out almost instantly, prompting a restock and widespread attention on platforms like TikTok. The overwhelming response convinced the two brands to team up once again for a second collection in 2025.
Katherine and Margaret Kleveland, sisters and co-founders of Dôen, cited the first collaboration’s unprecedented popularity as a clear signal to continue the partnership. Katherine Kleveland noted that the enthusiastic customer reaction proved the demand for Dôen’s style at Gap’s scale. “The success of the first collection immediately informed our decision to do a second round,” she shared via email. “We were excited to learn that there was an appetite for our joint aesthetic at Gap’s scale, and we knew that we had more to share with the customer.”
The new collection maintains the signature vintage feel of the brands but takes a more nautical and colorful direction. The upcoming release includes ’60s-style gingham shift dresses, puff-sleeve denim tops, striped button-down sets, and an updated version of the Dôen logo sweatshirt. A fan-favorite tiered eyelet dress also returns with a revised fit and expanded color options, alongside a mini version in red and navy hues.
The 38-piece lineup will retail from $34 to $158 and include sizes ranging from XXS to XL. Consistent with the previous drop, the collection will cater to the whole family, featuring styles for women, men, and children that embody Dôen’s relaxed, sun-drenched Southern California aesthetic.
While the designs are perfect for the warmer months, they are not anchored in fleeting seasonal trends. Dôen has consistently embraced a timeless, retro-inspired sensibility that transcends the fast fashion cycle. This approach resonated with shoppers during the first launch, many of whom expressed that the collaboration successfully blended their favorite childhood brand, Gap, with their current style favorite, Dôen.
Margaret Kleveland recalled the emotional connection shoppers had with the first release. “Some of the best feedback we received was from friends who told us that the collaboration brought together their favorite brand from childhood with their favorite brand from adulthood,” she said. That nostalgic tone is echoed in the upcoming drop, which includes standout pieces like denim barn jackets and a fresh take on gingham.
With the previous collection selling out quickly, the Kleveland sisters shared their top picks to help shoppers plan ahead for the launch. Katherine recommended starting with the wide-leg twill pants, praising Gap’s craftsmanship in bottoms. She suggested pairing them with a menswear-inspired button-down shirt made from vintage Gap print or a striped top from the new lineup. Margaret highlighted a more coordinated look, suggesting the indigo-and-white gingham 5-pocket barn jacket paired with the matching shift dress as her must-have ensemble.
For returning Dôen fans and newcomers alike, the dress options remain a major draw. Lightweight and versatile, they seamlessly align with summer trends while retaining the brand’s commitment to elevated everyday wear.
Reflecting on the inaugural launch, Margaret described it as a significant milestone for the brand. The duo celebrated by visiting The Grove in Los Angeles with their families, witnessing the in-store excitement firsthand. “We were overwhelmed by the response—it felt like such an incredible brand milestone,” she recalled. The sisters encountered friends while shopping at the packed Gap store, a moment that underscored the community and nostalgia surrounding the collaboration. “As kids who grew up shopping at The Gap with our mother, this truly felt like a full-circle, pinch-me moment personally and professionally.”
With only days to go before the new collection hits stores and online shelves, anticipation is building. A first look at the collection, captured in a breezy campaign by photographer Clara Balzary, suggests that loyal fans of the first collaboration will find even more to love this time around. If the response echoes last year’s success, a third chapter in the Gap x Dôen story might not be far behind.
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