Over the years, American Eagle Outfitters has established its rank as one of the most popular teen denim retailers. Buckle, Abercrombie & Fitch, Hollister and others have also emerged as key players by fine-tuning their marketing messages and designs to suit the taste of Gen Z.
And now, Gap is joining the mix by putting a sustainable foot forward. The company recently announced Gap Teen, a girls’ collection “made for a generation majorly plugged into the planet.” As such, the collection features responsibly made garments, with all of the pieces using water-saving methods and creating minimal waste.
The primarily denim collection is adapted from popular women’s styles, including high-rise denim shorts, skirts and shirts, as well as mom jeans and denim jackets. Blue and white tie-dye is a common theme throughout the line, as featured in a heavily distressed denim jacket, a button-fly denim skirt and high-rise, mid-length denim shorts. A tie-dye hooded sweatshirt and boxy T-shirt round out the collection, which includes a pair of destroyed denim “shortalls” featuring cut-off shorts in a washed black denim.
A boys collection has yet to be released, though the brand mentioned in an Instagram comment that it could be on the horizon.
The move to teen clothing is a strategic one for Gap, considering a recent report from investment bank Piper Sandler Companies that shows Gen Z consumers contribute $830 billion to U.S. retail sales each year. According to the report, teens favor retailers with a denim component such as American Eagle, which earned the No. 2 spot, and Hollister, the No. 4-ranked label on a list of teens’ top clothing brands for spring of 2020.
The Gap Teen collection is available in teen sizes sizes 8-16, and ranges in price from $16.95 for a tank top and $64.95 for a denim jacket.