The reinvention of Banana Republic
Neon colours in a Banana Republic store. Image courtesy of Gap Inc. Media Center.
by Julie-Ann Sherlock
Following an eventful period for clothing brand Banana Republic and its parent company, Gap Inc., the former clothing giant is now rebranding. With the help of Chief Brand Officer Ana Andjelic (who featured in the ALHAUS magazine February issue), the iconic label is going back to its roots.
By embracing their original safari-esque style and reworking it to incorporate a vintage feel with modern detail, Banana Republic seeks to win back old customers and tap into the lucrative millennial market. The appetite for travel and wanderlust is resurfacing and if they time it right, Banana Republic will be well-positioned to take advantage of that renewed thirst for adventure.
Banana Republic began selling safari-themed travel clothing in 1978, inspired by the travels of husband-and-wife founders Patricia and Mel Ziegler. An illustrator and journalist (respectively) by trade, the couple quickly realised the importance of storytelling as part of their clothing line, hand drawing the original catalogues and telling tales befitting the adventure theme.
Comfort and style sit side by side at Banana Republic. Image courtesy of Gap Inc. Media Center.
Gap Inc. purchased the company in 1983, where it flourished until a post-recession economy hit the higher-end Banana Republic brand; by 2020 they had closed many of their European stores and significantly reduced the number globally. The business quickly adapted to an online model and continued to supply its loyal following with high-quality garments.
As people begin to imagine a life outside their homes again, Banana Republic has launched a new, yet familiar, range of clothing. In an almost 360° pivot back to its roots, the collection offers modern takes on classic styles in luxury fabrics and muted colour palettes.
In an interview with GQ, Andjelic described the changes as “very ambitious and very rapid.” She noted that Banana Republic is “revamping our entire design strategy,” adding that “we have a blank slate to reinvent what we want to be and how that's great.”
It's not just the look that has been updated. The company is establishing its green credentials by offering a range of sustainably sourced clothing, again a nod to its origins in recycled and upcycled fashion. With a serious commitment to sourcing sustainable cotton, denim and other fibres and a goal to reduce water wastage and contamination, Banana Republic is rebranding for a new generation of eco-conscious explorers.