The fabric hang tag with The Gap logo unravels  and falls apart.
Illustrations: Guillem Casasus

This Is How The Gap Dies

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

Rob Walker
Marker
Published in
14 min readApr 29, 2020

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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 would wear to the Oscars. It was a generational reference point — of course that’s where Janeane Garofalo’s character worked in Reality Bites — and…

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