Gap’s latest campaign pays homage to Stephen “tWitch” Boss, who died by suicide on Dec. 13 at the age of 40. Before his sudden death, the beloved “Ellen DeGeneres Show” DJ and dancer posed for Gap’s cameras in an upcoming collaboration with Haitian menswear label The Brooklyn Circus.
Boss began his career as a stand-up guest DJ with Degeneres in 2014 and became co-executive producer in 2020. The Gap × The Brooklyn Circus campaign also features other stars such as “Pose” actress Indya Moore, “Euphoria” star Javon Walton and model and activist Bethann Hardison.
According to the press release, the collaboration “explores concepts of individuality, movement and modern readiness — fusing academia, music and black culture and street style from the 1960s to today.”
Over the past 50 years, The Gap has expanded into seven different brands, especially loved by active consumers of different crafts. Signature styles from both labels are showcased, such as the cuffed chinos and varsity jacket that Boss models in the ad.
“Brooklyn Circus and Gap are heartbroken by the passing of beloved icon Stephen ‘tWitch’ Boss, a longtime supporter of the BKc community, [founder and creative director] Ouigi’s work and a central part of this campaign is due to Ouigi’s personal friendship with Ouigi Theodore,” reads the campaign’s press release.
Allison Holker Boss, wife of the late dancer and choreographer, also released a sentimental statement, writing: “When Stephen and I first saw him at the campaign We had tears in our eyes as we watched the images in the movie. He was so moved by how they captured his true essence, and he was glad the world could see them. We are paying tribute to Stephen’s life by sharing these images and to the life he brought to everyone around him. Personal joy and light salute.”
Just days before his death, he and Holker celebrated their ninth wedding anniversary. They have three children: Weslie, 14, Maddox, 6, and Zaia, 3.
Gap further announced that it will make a donation in Boss’ name to Vibrant Emotional health in support of 988 Suicide and Crisis Lifeline. The organization provides free and confidential 24/7 emotional support and care to those in need.
The collection, which launches Tuesday on both brands’ websites, will also be available at select Gap stores, as well as Brooklyn Circus’ flagship Boreum Hill store.