Today officially marks the first day of fall – which means pumpkin spice, apple picking, flannel, and…The Gap. Inevitably, after the first few mentions of autumn and the thing that runs through my head is “Fall into The Gap,” the long-time jingle and tagline of the clothing retailer.
The Gap was first established by founder Donald Fisher in 1969 in San Francisco. The store sold primarily Levi’s and records and originally named the store Pants and Discs before renaming it the Gap, a nod to the ’60s counterculture and “generation gap:. The store targeted primarily teenagers and college students going after the highly sought-after Levi’s jeans. The first store was wildly successful and soon after, Fisher opened more stores in California, with other states following soon after.