Gap Just Launched a New Nostalgic Collection. Some Customers Consider It ‘Dystopian’

The internet is divided over the way Gap reimagined a beloved knit sweater from its catalogue.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Illustration: Inc; Photo: Gap

Has Gap finally taken nostalgia marketing too far? After using the tactic to notch nine consecutive quarters of comparable sales growth, the retailer is facing online backlash from customers for a new collection featuring an iconic striped sweater from its catalog.

After launching as part of Gap’s holiday........

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