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Shrinking the Gap: how the clothing brand lost its way
缩小差距：服装品牌Gap是如何迷失方向的
Bring to mind, if you will, Gap's classic logo hoodie. You know the one: three bold letters arranged in an arch across the chest.
如果你愿意，想想Gap印着logo的经典款卫衣。你知道的：三个粗体字母在胸前呈拱形排列。
It was everywhere in the 1990s and 2000s sold in a rainbow of saturated colours.
在20世纪90年代和00年代，这种卫衣随处可见，以彩虹般的各种饱和颜色出售。
This sweatshirt didn't signal a taste for fashion so much as a desire for comfort at a reasonable price.
这种运动衫与其说是彰显时尚品味，不如说是希望用合理的价格带来舒适的穿着。
It was like the air we breathed, or the muzak floating around as we prowled the mall, ever-present and hardly worth remarking upon.
它就像我们呼吸的空气，或者逛商场时听到的背景音乐，无时无刻不在，几乎不值得一提。
Over the years, the sweatshirt faded out of view, until, in 2020, an odd thing happened: it suddenly became a hot fashion item at the hands of gen Z.
多年来，这种运动衫逐渐淡出人们的视线，直到2020年，一件奇怪的事情发生了：它突然成为Z世代手中的热门时尚单品。
On Instagram and TikTok, stylish young influencers started posting photos and videos of themselves wearing Gap hoodies. Suddenly these hoodies looked rather hip and cool.
在Ins和TikTok上，时尚的年轻网红开始上传自己穿着Gap卫衣的照片和视频。突然之间，这些卫衣看起来相当时髦酷炫。
The YouTube star Emma Chamberlain posted a series of photos of herself on Instagram, her expression oscillating between detached, sleepy, and slightly mournful, as she stood next to a pool wearing white bikini bottoms and a navy Gap logo hoodie.
油管明星艾玛·张伯伦在Ins上发布了一组照片，她站在泳池边，表情时而疏离，时而困倦，时而略显哀伤，她身上穿的是白色比基尼下装和藏蓝色的Gap卫衣。
The post received more than 2.4 million likes. Over the next few months, numerous influencers incorporated the sweatshirt into their outfits on social media.
这个帖子获得了超过240万个赞。随后几个月里，众多网红在社交媒体上把Gap卫衣加入了她们的穿搭中。
Barbara Kristoffersen, a Danish influencer with almost 748,000 followers on Instagram, wore a brown Gap hoodie with wide-leg brown pants and a matching Louis Vuitton handbag.
在Ins上拥有近74.8万粉丝的丹麦网红芭芭拉·克里斯托弗森穿着棕色Gap卫衣和棕色阔腿裤，还搭配了一个LV手提包。
The UK-based Lucy Page, with 12,400 followers on Instagram, wore it with cow-print pants and chunky sneakers.
英国的露西·佩奇在Ins上有12400名粉丝，她用奶牛印花裤子和厚底运动鞋搭配Gap卫衣。
"I wish I could tell my younger self that she'll be back to wearing GAP hoodies in the future," Page wrote on Instagram.
佩奇在Ins上写道："我希望能告诉年轻时的自己，她将来还会穿Gap卫衣。"
Soon enough, TikTok's amateur fashion commentators were declaring the Gap logo hoodie a full-on trend. What happens on fashion TikTok tends to be fleeting, but sometimes these trends are signs of broader shifts in the culture.
很快，TikTok的业余时尚评论员就宣布Gap卫衣是一种全面的潮流。TikTok上的时尚风潮是转瞬即逝的，但有时这些趋势表明更广泛的文化转变正在发生。
Natalie Langhorne, who posts fashion-related videos on TikTok, told me that conditions were prime for a Gap comeback.
在TikTok上发布时尚相关视频的娜塔莉·朗霍恩告诉我，Gap再度流行的条件非常成熟。
Young shoppers were going wild for logo-heavy clothes from brands like Nike, Gucci and Louis Vuitton, and, chronically nostalgic for the recent past, they were adopting "Y2K fashion" in droves.
年轻消费者疯狂购买耐克、古驰和路易威登等带有醒目的品牌logo的服饰，他们长期怀念不久之前的过去，成群结队地拥抱"Y2K时尚"。
"Gap literally fits all of that criteria," said Langhorne, who is 24 and lives in Philadelphia.
住在费城的24岁的朗霍恩说："Gap完全符合所有这些标准。"
