Clothing brand Gap was founded in 1969 by Donald and Doris Fisher in San Francisco, with a simple idea: “Make it easier to find a pair of jeans that fit, with a commitment to do more.” The brand grew steadily in the following years, and reached its peak during the 1990s and early 00s as everyone from celebrities to babies were seen wearing its T-shirts and hoodies emblazoned with the simple, three-lettered arched logo. The brand became synonymous with classic, Americana style.

Unlike other fashion brands chasing trends, Gap was clear about creating well made basics. But as competition grew, the brand couldn’t keep up. “If you look at [Gap’s] financial statements from back then, it demonstrates the impetus for change. Sales were declining, growth was decreasing, so on and so forth,” says Oli Walsh, founder and CEO at LA-based agency Invisible Dynamics, which was brought on as Gap’s transformation partner in 2023.

“As with anything, there’s no silver bullet. There were a multitude of challenges: increased competition, as well as changes in the retail landscape and e-commerce. But also the brand became a promotional brand and it started to lose the elements which made people love them in the first place.”