More than a month after Stephen ‘tWitch’ Boss died by suicide on Dec. 13, 2022, Gap has released his new campaign, which his mom said she almost called him to compliment.
In a recent Instagram Story post, Connie Boss Alexander shared a photo of the clothing ad and a caption that read, “I almost called you to say son look at you in this ad! Then I remembered 💔. My heart…”
Gap posthumously released the campaign on Jan. 30 to honor Boss, who posed for the brand in collaboration with Haitian-owned menswear label The Brooklyn Circus.
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“When Stephen and I first saw his images from the campaign, it brought tears to our eyes,” Boss’ wife, Allison Holker Boss, said in a press release received by Blavity. “He was so moved by how they captured his true essence, and he was excited for the world to see them.”
In honor of Boss, Gap is donating proceeds to Vibrant Emotional Health, which administers the 988 Suicide & Crisis Lifeline, providing free and confidential emotional support and counseling to people in emotional distress 24 hours a day, seven days a week, across the United States.
If you or someone you know is struggling with suicidal thoughts, please contact the National Suicide Prevention Hotline online or via phone at 1-800-273-8255 (for the deaf and hard of hearing, contact 1-800-799-4889).
