Gap's Quest to Stay Cool Just Hit Its Latest Roadblock: Tariffs

At the start of 2025, Gap was cool again. The legacy American brand had started to turn around sales and rebuild its image. It was in the middle of a splashy ad campaign with the actress Parker Posey. Influencers were posting its clothes online. 

But then President Trump announced his “Liberation Day” tariffs.

On today’s Big Take podcast, Bloomberg reporters Amanda Mull and Lily Meier walk host Sarah Holder through Gap’s history, its recent re-invention and the challenges it faces now. Plus, we hear from Richard Dickson himself.

Read more: Inside Gap’s Last-Ditch, Tariff-Addled Turnaround Push

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