GAP

Legendary American High Street fashion chain Gap has its UK flagship at 376 – 384 Oxford Street. As well as the main line for men and women, you’ll also find babyGap, GapKids, Gap Denim Addict and GapBody ranges.

The Denim Addict program offers an in-store customisation service at no extra cost. Add a hem, distress patch, or studs to your new purchase to make it truly yours. If you need a bit of help finding the perfect denim, their specialist advisors can help you pick a perfect fit, and offer tips on personalisation ideas.

Denim has always been at the heart of the brand since it opened its first store in San Francisco in 1969. Their aim was to make it easier to find a great pair of jeans, something they’ve been helping style-conscious shoppers all around the world to do from that moment on. With ‘Gap’ named in reference to ‘the generation gap’, they became synonymous with youth culture, and a fresh, fun look for guys and girls who didn’t follow their parents’ rules. Their relationship with UK shoppers began in 1987 when they launched their first store outside of the US here. They’ve been a favourite on the British High Street ever since.

The store’s bestsellers today include Breton stripe tops, everyday basics in on-trend colours, and skinny jeans for women, and understated chino trousers and striped shirts for men. Gap’s childrenswear is almost as iconic as their denim, starting at newborn and seeing them through to their pre-teen years for a fashionable start in life.