Gap announced the brand is joining a yearlong celebration of the life and music of Jimi Hendrix in honor of his 70th birthday with the launch of two limited-edition t-shirt designs. The t-shirts feature art from the iconic musician’s new album, People, Hell and Angels, which introduces previously unreleased studio recordings from 1969, the year Gap was founded in San Francisco.

Available in styles for men and women, the exclusive cotton t-shirts will launch online at Gap.com on March 5 th and be available in US stores on March 15 th for $29.95. In addition, the shirts will be offered in select Gap stores in Canada, UK, France, Italy, Japan and China starting in late March.

“From the moment we opened our first store in 1969 selling jeans and records, Gap has always connected with people through music,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “This partnership is an opportunity to celebrate an influential, American artist whose music still inspires people today.”

“We are delighted to be partnering with Gap to celebrate the release of People, Hell and Angels on the 70th anniversary year of the birth of our beloved Jimi. In fashion, as in music, he was adventurous, innovative and colorful. These beautiful shirts, along with Fender’s participation, are truly the reflections of his creative music, fashion and style,” stated Janie Hendrix, President and CEO of Experience Hendrix LLC.

Gap’s 1969 Soho store in New York City and Gap’s Seattle stores at 5th & Pine and Southcenter will offer a special pre-launch of the t-shirts beginning March 5 th. In celebration of the pre-launch, shoppers will have the opportunity to win one of two Fender ® guitars by visiting the Soho store from March 5-10 and uploading an image of the Fender ® guitars to Instagram using the hashtag #JimiHendrixGap. Twenty lucky Hendrix fans will also have an opportunity to win the new Gap t-shirt and a copy of the new album by pinning one of the new exclusive t-shirts on Pinterest. 

People, Hell and Angels, released on March 5 th by Experience Hendrix LLC and Legacy Recordings, a division of Sony Music Entertainment, is an essential new album premiering twelve previously unreleased studio recordings completed by guitarist Jimi Hendrix. The album showcases the legendary guitarist working outside of the original Jimi Hendrix Experience trio. These twelve recordings present some of the finest Jimi Hendrix guitar work ever issued and provide a compelling window into his growth as a songwriter, musician and producer.