We Shopped the New Gap X Dôen Collection; It’s a Win for Dôen Fans

Friday was a good day to be a Gap shopper.

The brand released its second collaboration with Dôen, a line of “California vintage-inspired classics celebrating timeless femininity,” as Gap and Dôen described it.

We’re always curious about approachable retailers collaborating with designer brands, so two Business Insider reporters went to their local Gap stores to check out the collection the day it dropped.

A designer touch at Gap

The Gap x Dôen collection was available in select stores at 10 a.m. and online at noon ET.

For those unfamiliar, Dôen is a California-based brand specializing in women’s clothing with a feminine and beachy flair. Its clothing is pricier than Gap’s, but the brands share some DNA in their classic silhouettes and approachable fabric.

The new line — a follow-up to Gap and Dôen’s successful 2024 collaboration — featured 38 items, including five men’s pieces and four garments designed for baby and toddler girls.

Here’s what we found when we checked out the collection for ourselves.

Samantha Grindell Pettyjohn, New York City shopper:

I arrived at the Gap on Fifth Avenue in Manhattan about 15 minutes after it opened, and the store was already crawling with eager shoppers.

The Dôen collection was displayed in the center of the store, with some items on a line of hangers and others on a large table. As I walked inside, staff members were already restocking the table with items from the collection. The only men’s item I saw available was a $98 hoodie.

Plenty of merchandise was left on the rack, but shoppers asked the sales team if items were available in other sizes. Several people asked for size variations of the $128 gingham denim jacket.

I quickly grabbed two dresses, a pair of shorts, and a tank top before heading to the dressing room, afraid my size wouldn’t be left in anything if I didn’t act quickly.

I had to wait in line for about 15 minutes before I got into a dressing room, and all the shoppers waiting with me were also holding pieces from the Gap x Dôen collaboration.

Though I had been eager to try them on after seeing them online, I didn’t love the $128 eyelet shift minidress or the $78 eyelet top. I thought the shapeless silhouette of both made them look like pajamas or beach coverups, and there’s no way I’d spend that much on something I wouldn’t wear in my everyday life.

However, I was a fan of the linen gingham maxi dress. I don’t usually love how an empire waist cuts my torso, but the bow on the neckline was elastic, allowing me to adjust it for comfort and fit. The dress was breathable and pretty, and I could picture myself wearing it on a dinner date with my husband or walking around the city in the warmer months.

Still, I couldn’t justify the $138 price tag, particularly because Gap sells similar maxi dresses for $50 to $60 cheaper. I also think the milkmaid, Gingham look is a bit trendy and might feel outdated by next summer.

To my delight, I adored the $78 high-rise denim trouser shorts, which were nearly sold out online by 12:30 p.m.

For nearly a year now, I’ve been hunting for a good pair of denim shorts, a closet staple that’s annoyingly difficult to find. Many jeans shorts tend to be too stiff, fit your waist well but don’t fit your hips, don’t move well, or seem like they were designed for a teenager instead of an adult woman.

The Gap x Dôen shorts had everything I was looking for. The trouser fit made them look mature compared to the shorts of my past, and they didn’t feel tight as I walked around. I also liked the silhouette the high waist gave me and the chic addition of the button detailing on the front.

I decided to splurge on the shorts as an investment piece in my summer wardrobe. It was a relief to know I wouldn’t have to brave the experience of short shopping again anytime soon.

Amanda Krause, New Jersey shopper:

Before this week, I wasn’t super familiar with Dôen. I only knew the brand made feminine, vintage-inspired basics that can be pricey.

Still, I’m always intrigued when designers collaborate with mid-range retailers like H&M and Target. So, on Friday morning, I headed to a mall in Paramus, New Jersey, to shop the Dôen x Gap line.

After a short wait outside the store, about seven of us entered — politely but quickly — and found four racks featuring a limited selection of the collaboration pieces.

I was most eager to try the $78 striped pointelle cardigan, the $78 gingham top in red, and the $98 high-rise pleated trousers in black. None of them were in stock, so I grabbed other items instead.

For tops, I tried the $88 pointelle cardigan in cream and the $78 linen blend cardigan in red.

The long-sleeved option didn’t work for me. While I loved its ruffled collar and intricate knit work, I wasn’t super impressed with its quality. It wasn’t scratchy, but it wasn’t super soft either.

However, the red, short-sleeved top almost came home with me. It fit perfectly, felt cozy, and could be a staple of my wardrobe all year round.

My wardrobe lacks solid shorts and trousers, so I promised myself I’d splurge if Gap x Dôen made the pairs of my dreams.

I tried on the same $78 shorts my colleague bought and loved them, too. Unfortunately, I only grabbed one size, which was too big. Smaller sizes were gone after I’d left the dressing room.

I was also fond of the $98 trousers in white, but not enough to buy them. They were a touch too tight around my waist — the next size up was too big — and the pants were a bit see-through from the hips to the thighs.

Overall, I liked most of the pieces I tried on and truly considered buying the red top. I didn’t, though, because $78 just felt like a lot of money, especially for a basic that I can probably find a comparable yet cheaper version elsewhere.

A win for designer shoppers

The Gap x Dôen collection seems like a major win for Dôen fans, as the line offers the designer brand’s aesthetic at a lower price point.

For instance, Dôen’s Ischia dress in gingham retails for $348, over $200 more than the Gap x Dôen Gingham dress. For a Dôen fan, that markdown likely feels like a steal, even if the Gap dress is slightly different in quality or style.

However, a Gap shopper might experience the opposite.

There are several maxi dresses on Gap’s site right now that retail for under $100 — some are on sale for as low as $29.97 — that are similar in quality to the dresses made for the new line. Gap is selling another maxi gingham dress for $20 less than the one from the collaboration.

If you love Dôen or need a pair of jean shorts, run, don’t walk, to check out the collaboration. Otherwise, you may want to stick to Gap’s stand-alone pieces.