the function key

It seems like The Gap thinks it’s a teeensy bit cooler than it actually is.

Since its sales fell into a slump in 2003, and its stock stagnated, The Gap has had little success in getting back on its feet. Its latest effort, a pathetically transparent move to re-define itself, and potentially pull in some younger customers, is a new line of t-shirts, designed by some of the biggest names in contemporary art.

The Gap contracted the likes of Chuck Close, Kiki Smith, Barbara Kruger, Marilyn Minter, and several others, to design a new line of T’s, set to be released on Tuesday, May 13th. The line is being released to celebrate the latest Whitney Biennial, and The Gap chose the specific artists for their previous participation in the Biennial.

Below are two examples of the t-shirts: