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"AUSTIN \u2014 Gap isn't a brand that you'd expect to see at SXSW, but it's making a splash during the music portion of the festival, partnering with Tumblr to bring Austin-goers tunes by Macklemore and Ryan Lewis, the Shout Out Louds and more. (The brand is also the official t-shirt partner of SXSW.)\nWorking with musicians is a recent turn for Gap, but it's actually a return to the brand's original roots \u2014 in the early days, the company was called \"Pants and Discs\" and sold denim and vinyl under one roof. But in the past year especially, Gap has upped its cool factor by embracing indie musicians, fashion bloggers and creating 'lo-fi' content on hot new apps, like Vine (not to mention Instagram, Tumblr and Pinterest).\nWe caught up with Rachel Tipograph, Director of Global Digital and Social Media at Gap, to chat about lo-fi marketing, Gap's growing ecommerce strategy and the brand's commitment to great visual content.\nCheck out the interview above.\n\n\nMashable at SXSW 2013\n\n\n\n\n\n\n\nGuests at the Mashable House visit with Internet meme Grumpy Cat\nPhotos by Live Box Photography. http://liveboxphoto.com/ \u00A9 2013 Live Box Photography\n\n\n\n\n\n\n\n\n\n\nGuests line up for a chance to get a picture with Internet meme Tardar Sauce aka \"Grumpy Cat\"\nPhotos by Live Box Photography. http://liveboxphoto.com/ \u00A9 2013 Live Box Photography\n\n\n\n\n\n\n\n\n\n\nTaskRabbit was on the scene with a rabbit-car\nPhoto by Mashable\n\n\n\n\n\n\n\n\n\n\nA replica of the Webb telescope\nPhoto by Mashable\n\n\n\n\n\n\n\n\n\n\nMashable CEO Pete Cashmore visits with Internet meme, Scumbag Steve at the SXSW Mashable House \nPhotos by Live Box Photography. http://liveboxphoto.com/ \u00A9 2013 Live Box Photography\n\n\n\n\n\n\n\n\n\n\nNASA STEM\nPhoto by Mashable\n\n\n\n\n\n\n\n\n\n\nCongressman Lamar Smith (TX) visits SXSW\nPhoto by Mashable\n\n\n\n\n\n\n\n\n\n\nDesigner Kimberly Ovitz visits the Mashable House at SXSW\nPhotos by Live Box Photography. http://liveboxphoto.com/ \u00A9 2013 Live Box Photography\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-13\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-16\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-15\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-14\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-17\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-12\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-11\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-10\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-9\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-8\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-7\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-6\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-5\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-4\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-3\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13-2\n\n\n\n\n\n\n\n\n\n\n\nmash-house-sxsw-13\n\n\n\n\n\n\n\n\n\nImage courtesy of Calivintage"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/03/13/gap-retail-marketing/>