From classic to disposable: Gap UK closures reveal muddied identity

Time will tell if alliance with Kanye West and plans for online-only presence will pay off

The news that Gap is to close all 81 of its stores in the UK and Ireland will hardly come as a surprise to those in the fashion industry. Once a favourite of insiders looking for classic minimal pieces without the price tags of catwalk labels, its position has faded in recent years, replaced by brands including Arket, Weekday and Uniqlo.

Founded in 1969 in San Francisco, Gap came to the UK in 1987 and has long been known for American classics such as khakis, jeans and white T-shirts. After various sweatshop allegations in the 90s and early 00s, it positioned itself as the home of premium basics and kept its fashion relevance for a long time by balancing its blue-chip heritage with collaborations with buzzy young designers including Alexander Wang, Rodarte and Band of Outsiders. These names reworked classic designs that would showcase in slick adverts with supermodels including Liya Kebede.

Continue reading...

from Fashion | The Guardian https://ift.tt/3AkUf6z
via IFTTT