Balcanians 
The Founding of Gap Inc. in 1969
In 1969, Donald and Doris Fisher saw an opportunity—finding the perfect pair of jeans wasn’t easy, and they wanted to simplify the shopping experience. Their solution? A store that offered a wide selection of well-fitting denim at an accessible price point.They named their store The Gap, a nod to the “generation gap” that defined the late ‘60s. Located at 1950 Ocean Avenue in San Francisco, the first Gap store sold men’s Levi’s jeans and records—an unconventional but highly successful combination.
The concept took off immediately. By 1970, Gap had opened a second store in San Jose, expanding to 25 locations across the U.S. by 1973. With demand skyrocketing, the company made a pivotal shift—instead of selling third-party brands, it began developing its own clothing line, setting the stage for Gap fashion as we know it today.
Expansion and Growth in the 1970s and 1980s
The 1970s and 80s saw Gap transition from a denim-focused store into a full-fledged fashion retailer. By introducing its private-label clothing, the company took full control over its design, production, and brand identity.
Key Milestones of Gap Company:
- 1974 – The first Gap-label products appeared in stores, marking the company’s shift to in-house manufacturing.
- 1983 – Acquisition of Banana Republic, which was transformed from a small safari-themed boutique into an upscale fashion brand.
- 1986 – GapKids opened its first store in San Mateo, California, followed by babyGap in 1990, expanding Gap’s reach to younger customers.
By the late 1980s, Gap menswear and womenswear had become the go-to choice for effortless, casual style, with denim, khakis, and signature basics forming the foundation of the brand.
The Birth of Old Navy and Further Diversification
As Gap Inc. moved into the 1990s, it looked for ways to broaden its market appeal. This led to the launch of Old Navy in 1994, a value-focused brand designed to compete with budget-friendly retailers like Target and Walmart. The concept was an instant success—within four years, Old Navy became the first retailer to reach $1 billion in annual sales.
At the same time, Gap expanded internationally, entering markets in London (1987), Canada (1989), and Japan (1995). This global expansion helped cement Gap’s status as a worldwide retail leader, bringing its clean aesthetic and reliable quality to millions of new customers.
Iconic Gap Fashion and Marketing Campaigns
By the 1990s and early 2000s, Gap Inc. was as much about branding as it was about fashion. The company mastered the art of lifestyle marketing, using bold imagery and celebrity-driven campaigns to position itself as the epitome of American style.
Some of its most memorable marketing moments include:
- Michael J. Fox in Back to the Future (1985) – The actor wore a Gap Pocket-T, solidifying the brand’s place in pop culture. The moment became an unintended but powerful advertisement, further associating Gap with the classic American style.
- The "Khaki Swing" Campaign (1998) – A high-energy, dance-driven commercial that made Gap chinos a wardrobe staple.
- Celebrity Endorsements – Featuring Madonna, Sarah Jessica Parker, and Lenny Kravitz, reinforcing Gap’s connection to pop culture.
- Minimalist Branding – The introduction of the blue square Gap logo in 1988, which became instantly recognisable worldwide.
These cultural moments helped define Gap fashion and ensured its place as a mainstream American style icon for generations.
Gap’s Commitment to Sustainability and Ethical Fashion
Gap has also taken steps toward sustainability and corporate responsibility:
- 2006 – Partnered with (RED), donating half of the profits from the collection to fight disease in Africa.
- 2013 – Launched the Alliance for Bangladesh Worker Safety after the Rana Plaza disaster.
- 2015 – Expanded the P.A.C.E. program, helping 1 million women in garment factories with career and life skills.
- 2021 – Launched Gap Home with Walmart, using sustainable materials.
These initiatives reflect Gap’s ongoing commitment to ethical production and environmental responsibility.
Bundlex: Your Source for Wholesale Gap Clothing
At Bundlex, we provide retailers with direct access to wholesale Gap clothing, ensuring that stores can stock this iconic brand at competitive prices. Whether you're looking to expand your selection with Gap Outlet stock or want to attract customers searching for high-quality, everyday essentials, Bundlex offers an extensive selection of b2b wholesale clothing that keeps customers coming back.
Why Stock Gap Clothing with Bundlex?
A Recognized Brand That Sells Itself – Decades of customer loyalty make Gap a low-risk, high-reward investment.
A Curated Selection of Gap’s Best-Selling Products – From best-selling Gap denim to seasonal collections from our Gap sale collection, we offer a selection proven to impress your customers.
Exclusive Wholesale Pricing & High Margins – With direct access to off-price inventory, Bundlex allows retailers tomaximisee profitability without sacrificing quality, offering flexible orders starting at just €500 to suit businesses of all sizes.
Fast, Reliable Shipping – Our logistics network ensures orders are ready to ship within 48-72 hours, helping retailers keep inventory fresh and meet customer demand quickly.
70+ Leading European Brands – Beyond Gap, Bundlex offers access to a curated selection of globally recognised fashion brands, allowing retailers to diversify their product offerings with high-quality, in-demand apparel.
Final Thoughts
From a single San Francisco store to a global fashion leader, Gap Inc. has built a legacy of quality, accessibility, and style. As the company continues to evolve, it remains a top choice for retailers looking to stock high-demand fashion.
With Bundlex, retailers gain access to wholesale Gap clothing at unbeatable prices, ensuring they can meet the growing demand for classic, reliable, and stylish apparel. Ready to stock Gap Inc.'s best-selling collections? Explore our Bundlex wholesale catalogue today and bring a fashion icon into your store.
