Four years after leaving our shores, and three years since taking legal action against Clothing the Gaps, US clothing giant Gap has made a soft return to Australia.
Gap has chosen to relaunch in Australia with a new website rather than reopening bricks-and-mortar stores, while its offshoot Banana Republic is now available exclusively at David Jones across the country and online.
Banana Republic was created in 1978, taking military surplus to make new adventure-focused clothing for customers in California. It was bought by Gap five years later and today, its ready-to-wear styles are inspired by the brand’s “explorer spirit”. Its distribution partner, True Alliance, is behind the expansion down under.
“We believe that Banana Republic’s explorer spirit will truly resonate in this market, and we are confident that our omni-channel approach will meet the customer where they are,” said Adrienne Gernand, managing director of international, global licensing and wholesale at Gap Inc, via a statement.
In its current collection, you’ll find utilitarian and safari styles in mens- and womenswear. There’s a photojournalist-inspired vest and cargo pants for that “on the ground reporting look”, feather-light suede trench dresses, oversized merino wool jumpers, silk slips and wool suiting. It sits somewhere between Cos and Country Road, but with an American accent. You can shop its campaign now.