Authentic Stories with Print

For almost 50 years, The Gap has been influencing
American style. The retailer still has a lot to say about what we wear
as evidenced by its foray into the publishing arena.

Gap’s latest effort to retain some of their eponymous cool—the launch of a magazine, The Gap Document—may be having an effect. Featuring fashion industry heavyweights, the publication has garnered the admiration of MAGCULTURE, who named it their magazine of the week.

So why should you care about Gap’s large-format homage to print? Well, for starters, it’s the ultimate in luxury in today’s hurry-up-go-now world to sit down, tune it all out and indulgently flip through the glossy pages of something beautiful. And The Gap Document is beautiful. For readers, it can be therapeutic; for The Gap, it may be nothing short of revitalizing, as it gives the brand a chance to, well, rebrand itself.

Secondly, The Gap started as a promise of where America in the middle of the 20th century was going and a reflection of where it had been. The store was about style, not fashion, meaning it focused on what young people wore in the real world, not what the establishment told them they should look like. The Gap Document remembers and recognizes the five staples that made Gap—T-shirts, jeans, chinos, field jackets and shirts.

Finally, from its origins Gap was about authenticity, and let’s face it, in today’s Photoshopped, reality TV world, a little authenticity seems harder and harder to come by. It’s key to note that Gap gave its creative agency editorial control to tell the story from a journalistic point of view.

The brand’s publication reminds us of how someone with a great idea, backed by passion, can seize a moment and create something bigger than themselves. Yes, The Gap Document is just some words and pictures printed on a page about a clothing brand, but if you look deeper, you just might see that it is about a generational tidal wave and its ongoing ripple effects.