GAP Pays Tribute to Stephen ‘tWitch’ Boss In New Campaign

GAP is celebrating Black culture and Black History Month.

In GAP’s latest collaboration, the brand is teaming up with Ouigi Theodore, founder and creative director of The Brooklyn Circus, in a campaign featuring Black musicians and artists, including the late Stephen “tWitch” Boss.

The late Ellen DeGeneres Show DJ was photographed in the ad before his suicide at age 40 on Dec. 13.

“The Brooklyn Circus and Gap share in the heartbreaking loss of beloved icon Stephen’ tWitch’ Boss, who was a longtime supporter of the BKc community, Ouigi’s work and a core part of this campaign thanks to his personal friendship with Ouigi Theodore,” the companies said in a statement.

In honor of Boss, Gap is supporting The 988 Suicide & Crisis Lifeline by donating to Vibrant Emotional Health.

Vibrant administers the 988 Suicide & Crisis Lifeline, which provides free and confidential emotional support to people in distress of people in crisis 24 hours a day, seven days a week.

Boss’s wife, Allison Holker Boss, released a statement regarding the campaign.

“When Stephen and I first saw his images from the campaign, it brought tears to our eyes.  He was so moved by how they captured his true essence, and he was excited for the world to see them… We pay tribute to Stephen’s life by sharing these images in homage to the joy and light he brought to everyone around him.”

Other stars in the campaign include actors Indya Moore and Javon Walton, model activist Bethann Hardison, and many more.