Calling All ’90s Kids—Gap Just Launched a New Bag Collection That Will Have You Nostalgic for the Classics

When you think of Gap, what comes to mind? Are visions of logo sweatshirts, jean jackets, and five-pocket denim dancing in your head? If you’re a ’90s kid, then probably.

The late ’90s and early 2000s were the golden years of Gap, which was then led by retail powerhouse Mickey Drexler (later responsible for the meteoric rise of J.Crew). Everyone wanted to shop at Gap, wear Gap, and embody the cool Americana vibe that the brand was selling.

Gap Is Back: The Brand’s Long-Awaited Renaissance

Yet by the late 2000s and early 2010s, the company was trending downward, and by 2020, it had seemingly tanked. Still, everyone loves a comeback story—especially when it’s the comeback of a beloved brand from yesteryear. One that fills you with nostalgia, transports you back to your very first AOL screen name (just me?), and, in the mid-2020s, is setting itself up for a major renaissance.

From the hiring of creative director Zac Posen in 2024 to brand collaborations with Dôen, Victoria Beckham, Awake NY, and Hailey Bieber, Gap has been steadily rebuilding its fashion credibility. Now, with its brand-new bag line, the brand is making an even bigger play for the comeback crown.

Meet GapBag, Gap’s New Foray Into Luxury-Inspired Accessories

Introduced today, September 8, the collection, aptly dubbed GapBag, was created by design powerhouse Reed Krakoff, former creative director of Coach and founder of his eponymous label. The collection was inspired by Gap’s most enduring and iconic silhouettes and consists of five core styles, each rooted in the brand’s storied American heritage.

The standout five-pocket tote is reminiscent of your favorite pair of jeans, while also giving off a little bit of a Birkin-meets-Celine Luggage vibe, if you squint hard enough.

The Hoodie Tote will bring you straight back to recess, when your lived-in hoodie sat balled up on the playground turf after 10 minutes of playing tag left you overheated. The Crescent Bag is the most elevated of the group, arriving in both denim and faux suede.

GapBag marks another step in the brand’s calculated expansion, tapping into one of the most lucrative categories in fashion: accessories. Prices range from $29.95 to $148, with the collection hitting stores and Gap.com today.

All images via @gap