Gap is in the midst of a very big, very viral year. The American mall mainstay is capitalizing on a spate of free PR courtesy of a surprising source: TikTok and Pinterest.

Earlier this year, users on Gen-Z’s platform of choice started sharing videos of themselves wearing Gap’s instantly recognizable logo hoodie, a staple of the brand’s core offering since the style was introduced in the late ‘90s. In January, TikTok star Barbara Kristoffersen raised the stakes when she uploaded a video of herself wearing the brown gap hoodie that the brand hasn’t made since the early aughts—and racked up close to two million views in the process. (On TikTok, #browngaphoodie has more than 6 million views and counting.)

Now, inevitably, the brown Gap hoodie is back. Starting today, you can get your Gap brown hoodie here.  The sweatshirts are set to deliver within 10-15 business days, which means you’ll have plenty of time to perfect your body roll before it arrives. 

SHOP NOW GAP BROWN HOODIE

(click the following image to view more detailed product information)

The style’s newfound popularity reflects a perfect storm of internet catnip—it simultaneously harnesses a younger generation’s nostalgia for Y2K-era fashion and taps into demand for overlooked objects of desire of years bygone. It is, in some ways, a tale as old as time. But it also marks a new milestone for TikTok’s & Pinterest growing influence in the fashion sphere, an official acknowledgment of an impact devoted fashion fans already understood.

TikTok has long been a breeding ground for new trends. Designers have taken to mining the platform for inspiration (with varying degrees of success), and the platform serves as a valuable gauge of consumer sentiment among an age group that retailers are eager to please. But the upcoming release might be the first time a brand as big as Gap has responded so explicitly to the clamoring of the ring light set. And it sure looks like a win-win for all parties. For Gap, it’s a lay-up. It’s a good-looking hoodie! It makes sense to sell it. For the teens on TikTok, the promise of internet fame—or at least, like a solid fit pic—is one purchase closer. Get this brown vintage hoodie, and this vintage Gap brown hoodie will never go out of style.