FISHER Donald & Doris (Gap) (Retailers)

Born in 1969 the disillusioned post-hippie era, Gap offered a reactionary-chic approach to the cultural phenomenon of the time. Immaculate, harmonious and unpretentious, it bridged societal fissures, notably the generation gap from which it drew its name. Founded by Donald and Doris Fisher, the company initially sold Levi's jeans and records before creating their own label of basic, modest merchandise in an extensive array of colours and sizes. Serving the homogeneous American masses with its brand of modernism cast in neatly piled, prismatic shades, Gap has become a widely copied retail phenomenon. In recent decades, it has developed the idea of gender integration, selling wardrobe basics with few differences between the men's and women's lines and pioneering the concept of "androgynous chic". The company has five primary brands: Old Navy, Banana Republic, Piperlime, Athleta and the namesake Gap. 

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