What happens when the world's most famous music festival teams up with the world's most famous hoodie? Unprecedented levels of Coachella coziness, of course. For the first time, GAP is releasing limited-edition GAP x Coachella hoodies alongside an on-site customization experience at the festival. 

During both festival weekends, April 10-12 and April 17-19, attendees will be able to choose between black, navy, or gray custom GAP hoodies.

But instead of traditional "GAP" lettering, these hoodies read "COACHELLA" in the mall brand's signature bold font. These hooded sweatshirts can then be further personalized at GAP's Hoodie House, an exclusive Coachella pop-up event.

At Hoodie House, these exclusive hoodies can be decked out with everything from drawstring beads to collectible bag charms and even custom patches. 

Made with VintageSoft French terry and heavyweight fleece, these hoodies, priced at $100, are designed to bridge the gap (pun intended) between warmer festival days and the colder rave nights.

As many Coachella veterans will agree, the days might be warm, but the nights can get shockingly brisk. Plus, getting a fit off typically comes with some level of discomfort. 

So, as the sun sets, festival goers are eager to strip out of whatever concoction of fishnets, sequins, or feathers they had on during the day in search of something cozy and comforting, à la these super clutch GAP Coachella hoodies. 

“Gap has always lived at the intersection of style, music, culture, and moments like this are about showing up in a way that feels real and relevant to our audience," Fabiola Torres, CMO of Gap, tells Highsnobiety. "Whether it’s through product, music, or experience, we’re focused on creating something people can step into, make their own, and be part of.”

It's honestly crazy that this is the first time GAP has done something like this. Merch, specifically hoodies, is a huge part of concert culture. And GAP is the reigning GOAT when it comes to cozy garbs. It’s also the official clothing partner of Coachella, so it just makes sense that the king of hoodies and the king of concerts would team up to create some of the best concert garbs to date. 

It's the type of link-up that should have happened way sooner. But better late than never.

Now this cotton sweatshirt is all but guaranteed to become a festival grail, but it will be interesting to see how it's perceived in real time. Highsnobiety will be on the ground at Hoodie House to cover all things Coachella x GAP hoodies IRL, so be on the lookout.

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