Banana Republic, a Gap-owned US-based company, debuted a limited-edition edition of its 'Banana Republic Vintage' line on a pop-up shop on its website as well as within the Banana Republic flagship in Manhattan's FlatIron neighborhood.
The Vintage collection is offered to elderly customers who are nostalgic. At the same time, it's aiming for Gen Zs who want to help the fashion industry's transition to circularity by buying secondhand goods.
Andjelic scoured the brand's archives, clothes, and catalogs for this collection, which spans 43 years. The firm collaborated with third-party secondhand sources to obtain components for this collection.
The collection features a variety of spring designs, with coats and weightier styles in future vintage drops. The price of each piece in the collection will be lower than the resale market.
Banana Republic's chief brand officer, Ana Andjelic, said they discovered piles upon stacks of truly 40-year safari-inspired clothes and T-shirts with logos and photos and concluded that if they were taken out now and sold, they would be the most modern thing on the market.
Andjelic added that Banana's aesthetic is timeless. It's a way for them to tap into the allure of archives and history to reach out to a new audience. They'll keep an eye on subsequent drops to see if they're seasonal.
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