Can Gen Z save Gap?

“Gen Z likes to look for Y2K trends that haven’t become popular yet, so they can be the first to find things. They come across brands from the aughts, like Gap and Von Dutch, and try to rework them and style them in a way that’s fresh.”
Gen Z TikToker Domynique Badillo on saving Gap, Refinery29

I went into Gap in Oxford Street last week to see if there was anything I could buy before all the UK stores close down. The only thing I fancied were a lone pair of stripy PJs that were way too big (I bought them online instead) and some racer back tanks that I left on the rail as the fitting rooms were closed – #Covidtimes.

The piles of jeans didn’t appeal and the once coveted white cotton shirts just seemed unalluring and neglected. By the entrance were benches laden with Gap logo hoodies and tees. Which might, possibly, be the one hope (along with this one of course) Gap currently has for future success – Gen Z. This Refinery29 story maps out the resurgence in interest from the young demographic tapping into its 90s-noughties appeal. The question is, will it be enough?

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGE: Emma Chamberlain in Gap
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here

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