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Even the Gap Is Embracing Streetwear Now

Last updated: 02-01-2018

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Even the Gap Is Embracing Streetwear Now

The brand is trying out a new strategy that’s worked wonders for the cool kids.

There are plenty of brands that release limited-edition, logoed-out items and charge premium prices for them: upwards of $90 for a T-shirt, and almost $200 for a hoodie. It’s just that most of these brands are clustered in your city’s cool downtown area and not next to the Auntie Anne’s at your local mall. This is the bread and butter of every successful streetwear brand in the world—and it’s also the model Gap is adopting for the release of its Archive Reissue–Logo Remix collection that launched online over the weekend.

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