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Though Gap reversed its decision to spin off its Old Navy brand last week, the brand remains beloved among Americans, outfitting families for nearly three decades.
We took a look at the rise of Old Navy, starting with its founding as a low-cost alternative to Gap and the quirky celebrity-filled ads that propelled it to popularity.
Since its founding as a low-cost alternative to Gap in 1994, Old Navy has evolved into a beloved American brand.
The company skyrocketed in popularity in the late 1990s and 2000s, becoming synonymous with its quirky ad campaigns and low-cost styles for the entire family. From its multi-colored flip flops and its Fourth of July screen-printed T-shirts, Old Navy has solidified itself as a go-to retailer across consumer demographics.
For several years, Old Navy has been Gap's golden child and top performing brand, so much so that Gap announced plans to spin off the brand into an autonomous company in 2019. However, last week Gap officials announced that it was halting the split, citing "cost and complexity" as the reason for the reversal.
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Still, Old Navy remains an integral part of the American retail industry. We took a look at its rise over the years.
Old Navy was founded in 1994 in Colmar, California, with the aim to bring cheaper fashion to the masses.
"We didn't take ourselves too seriously, and we broke the industry's rules," the Gap Inc. corporate page says of its Old Navy brand. "We said fashion didn't have to be just for rich people — it could be for everyone."
It originally started as a Gap Warehouse, which sold overstock and off-season Gap products at a discount before former CEO Mickey Drexler opted to create a new brand.
Drexler was partially inspired due to pressure from competitor Dayton Hudson Corp. — then-owner of Target and Mervyn's — which had formerly announced plans to create a discount chain that functioned as a cheaper version of Gap.
Within just a year, Old Navy had 59 stores around the country. By 1997, the brand became the first retailer to hit $1 billion in annual sales in less than four years.
Old Navy stores were designed to be significantly larger than Gap stores, in order to provide more of a value-store feel.
In its early days, Old Navy stores were designed to be twice as large as Gap stores, and they had an industrial aesthetic.
Building upon Old Navy's early success, the company looked to partner with celebrities and build out advertising campaigns.
Before long, the Old Navy name was everywhere.
Also in 1997, Old Navy began airing the first of its traditionally quirky television commercials, starring fashion editor Carrie Donovan. These would set the tone for campaigns over the decades.
In the coming years, Old Navy would feature many popular stars of the time, including twins Tia and Tamera Mowry in a 1999 performance fleece commercial.
In 2000, Old Navy hit its first bump in the road. The company reported declining sales as a result of a strategy that neglected its over-30 shoppers.
Despite the troubles, Old Navy continued to eye expansion. In 2001, the brand opened 12 stores in Canada.
In 2004, Old Navy celebrated a decade in business.
By then, Old Navy had become known as a one-stop shop for the entire family.
In the mid-2000s, Old Navy continued to raise its profile with the help of celebrities. Stars including Betty White came out en masse to a series of high-profile events helping the brand to elevate its image.
Pete Wentz and Ashlee Simpson did, too ...
... as did Jessica Biel ...
... and Arianna Huffington, among others.
Old Navy also teamed with notables like Mark Wahlberg on charity events like a 2006 effort with the Boys & Girls Club.
In 2005, Old Navy began offering plus sizes, expanding its customer demographic.
Over the course of the early 2000s, Old Navy became the go-to place for items like multi-colored bargain flip flops ...
... as well as fun fuzzy socks.
Old Navy has also long been beloved for its Fourth of July apparel.
Old Navy also increased its visibility by sponsoring major cultural events like the American Music Awards.
Old Navy hit another slump as a result of the 2009 financial crisis and recession, joining many other retailers in a period of sales declines.
