And inside there are happy signs saying: "Joy it up!", "Gift it up!". And below the signs there are mountains and mountains of brown and camel and mushroom and taupe and grey corduroy things and woolen jumpers. I am always struck by how often stores like Gap repeat the brown corduroys. I mean, if you bought a pair 3 years ago, you still wouldn't need a new pair today. Most of these boot cut pants already come in a quite ruggedly washed finish, so it's unlikely its customers would come looking for a shiny new version, you know like the mustard corduroys your British uncle might wear. But anyway, it's here - and if you like brown, you're in luck.
Then why does it feel so horrible to be negative about the Gap???? I mean the Gap is part of American life, we dress our babies in it, we wear its T-shirts to bed and we buy its scarves and jumpers for Christmas presents. I bought some sweats this summer and every time I pull them on after a long day, I cherish these $20 heather grey beauties. A cynic might say that The Gap's marketing department has done a right royal brainwashing on us, but I have already made my one political statement of the year. There has been a lot of negative financial news about the Gap lately and that always surprises me. Because it seems to me its core customer comes for the comfort of those washed up cords and doesn't really mind the color brown, otherwise, why do they keep repeating them? Or maybe that very repetition is the root of its financial problems.
I used to get very excited about the collaborations Gap did with young American designers. I don't know if it is continuing its Design Editions - remember designer Thakoon coming to show his sketches for the project to Anna Wintour in
The September Issue documentary? I hope they do continue those collaborations because I truly loved the Thakoon and Phillip Lim editions for instance, and all cynicism aside, it feels totally wrong to be negative about The Gap - so please people at Gap, give us something good!!!
