By people, he means “different kinds of people,” who will wear them in “different ways.” It could be his wife, the interior designer Delphine Krakoff, or his daughters, who range in age from age 30 to barely out of their teens. “You know, people that carry a Birkin I believe will carry a GapBag, and people that carry a Coach bag will carry a GapBag,” Krakoff says. “And transcending that price positioning is what’s key to success and key to making it really different.”
How did a guy who most recently worked at Tiffany & Co. and John Hardy ‘fall into the Gap,’ as the saying goes? “I grew up” with the brand, he says. “It’s been part of my life, as it has for so many people around the world, for as long as I can remember.” The fun for him was in reacclimating himself. “I ended up going back to this sort of American aesthetic of form follows function. If you have a five-pocket jean, why wouldn’t you have a five-pocket tote?” Simple, yes, but definitely not plain—especially not for the New Yorkers who can get their totes customized at the Gap pop-up in Rockefeller Center during New York Fashion Week.
The GapBag collection will be available for sale at gap.com on September 8.
Reed Krakoff, Gap Inc.’s Executive Director of Accessories.
Photo: Courtesy of Reed Krakoff
