A new generation is discovering Gap — and they're loading up on jeans and sweats
Gap reached net sales of $3.5 billion in 2025, a 5% increase from the year before. Spencer Platt/Getty Images After years of decline, the Gap brand recently posted its ninth straight quarter of growth. Gap brand CEO Mark Breitbard said he's shifted the company's focus back to basics. Gap has regained relevance with millennials while building appeal with Gen Z via viral partnerships. Danielle Shaw, a 31-year-old living in Los Angeles, said her mom used to dress her in Gap clothes as a kid — and that was her only memory of wearing the brand until about two years ago. "I went into Gap, and I honestly became obsessed with everything that I tried on," Shaw told Business Insider. Shaw said she stocked up on basics like sweatsuits and T-shirts. She left with three or four pairs of denim because the fit and price point were "amazing." The brand is now a staple in her wardrobe, and she said her friends have bought in, too. Shaw isn't the only zillen...
