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The fabric hang tag with The Gap logo unravels  and falls apart.

This Is How The Gap Dies

It’s possible America’s most iconic retailer might not survive this

Once upon a time, The Gap was the brand. The brand that Spike Lee and Madonna and Missy Elliot and Picasso would all front for in ad campaigns. That Sharon Stone to the Oscars. It was a generational reference point — of course that’s where Janeane Garofalo’s character — and…




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Rob Walker

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Author The Art of Noticing. Related newsletter at

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