Doris Fisher obituary

Co-founder of Gap whose tastes helped establish the template for the clothing brand’s affordable ‘preppy’ look

The first branch of Gap was a single small storefront selling men’s denim and vinyl discs at 1850 Ocean Avenue, in the classy Inglewood neighbourhood of San Francisco, the city which, at the time of the store’s opening, 1969, was at the centre of hippy and other youth cultures. The founding story is that a middle-aged real-estate developer, Donald Fisher, couldn’t find Levi jeans in his size – with a 31in inseam – in the city, and set up the store to supply Levi’s piled wall-high in all cuts and sizes. But much of what the world now thinks of as Gap actually came from his wife, Doris Fisher, who has died aged 94.

The Fishers invested their life savings in the $63,000 start-up cost of the store, which Donald wanted to call Pants and Discs. The night before they had to instruct the signwriter what to paint on its fascia, Doris came up with “The Generation Gap” (referring to the divide between their age group and the then-young baby boomers), then shortening it to “The Gap”; although her style choices for Gap clothes often diminished rather than accentuated age and gender differences.