The soaring demand for quality clothing inspired by the 90s and 2000s zeitgeist is rising, but it may not suffice to rescue Gap.
In June, searches for ‘vintage Gap’ on the resale platform Depop surged by 114 per cent. On eBay, the sales of items listed as ‘Y2KGap’ have more than doubled in recent months. Capitalising on this trend, the retailer has introduced its vintage Gap collection online, sourced by Sean Wotherspoon, an American vintage collector and retailer.
Wotherspoon curated a collection spanning three decades from the 80s, sourcing clothes from Gap’s archives, flea markets, and secondhand shops worldwide. Being a devoted Gap fan, his goal was to highlight the chain’s staple styles, resulting in the sold-out collection that included menswear and womenswear, and paving the path for future collaborations with Gap.
The surge in sales is partly driven by the fascination with the style and culture of those decades. With denim, cargo trousers, and tracksuits making a comeback in fashion, it’s only natural for shoppers to seek these items from one of the most successful high street shops of that era.
Established in 1969 by Doris and Don Fisher in San Francisco, The Gap originally offered jeans and records, with its name inspired by ‘the generation gap.’ Targeting teenagers and young individuals, the store became an instant success, and during the 70s and 80s, it expanded its presence internationally. The Gap earned a reputation as the go-to destination for purchasing quality basics at affordable prices, satisfying parents while appealing to kids with its stylish offerings.
