Tacos & Denim: Is Gap having an identity crisis?

Posted in News, Thoughts by Nneoma Ulu on August 9, 2011

Everyone loves Gap. It’s a high street staple, somewhat overlooked (these days), but definitely not forgotten. Pulling in designer heavyweights such as Valentino and Pierre Hardy not to mention partnering with the CFDA/Vogue Fashion Fund to reinvent the white shirt with the help of the then upcoming designers Thakoon, Rodarte, and Doo.Ri (to name a few), Gap has always had a strong identity based on a clean and classic aesthetic. There is no doubt the recent departure of Patrick Robinson has left a “gap”… and a bright blue truck has got me questioning where Gap are headed.

Pico de Gap, is a mobile truck (think ice-cream van) tearing up the mean streets of New York, LA and San Francisco to celebrate its Fall 1969 collection, offering gourmet Mexican fare from celebrity chefs.  Visitors can score two tacos and a drink for a mere $1.69. If you show proof of a same-day Gap denim purchase, your grub is free, and with every taco purchase you’ll get a $20 voucher to use at Gap. Not a bad deal.

Now this is a neat idea but the thought of tacos and Gap denim doesn’t sit so well with me. This is not what I would normally expect from a brand that screams modern classics. But hey, who doesn’t like tacos!

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