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Indigenous fashion label Clothing The Gap is rebranding and selling all of its old stock

IMAGE VIA CLOTHING THE GAPS

WORDS BY CAIT EMMA BURKE

The independent not-for-profit is undergoing a name change.

Aboriginal-run clothing brand and social enterprise Clothing The Gap is rebranding following a two-year legal battle with US clothing brand Gap Inc. By the end of July, the brand will be rebranded as Clothing The Gaps, after attempting to trademark ‘Clothing The Gap’ and being challenged by Gap about the use of ‘gap’ in its name.

While the brand has achieved immense success over the last few years, behind the scenes the knowledge that a potential rebrand would have to take place was taking its toll. “I couldn’t put a finger on the final financial costs. But I think the fact that we’ve reached the decision has sort of reduced that emotional toll.

“[We’re grateful] for them to allow us to continue to use the word Clothing The Gaps – we didn’t have to completely rebrand everything,” Clothing The Gap’s co-founder and managing director, Gunditjmara woman Laura Thompson, told the ABC.

 

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The brand now has until July 31 to sell all its merchandise containing the old branding, but Laura is sure they’ll be able to move the stock before this deadline. She also told the publication that she feels adding the ‘s’ to the name is in line with the brand’s ethos, as it seeks to fill more than just one gap within Aboriginal communities in Australia.

“We were Clothing The Gap before and now we’re Clothing The Gaps. We’re targeting more than one gap in the community,” she explained. All its stock containing the old branding is listed under a page called ‘OG Collection‘ on its website, so if you’ve been thinking about purchasing something and putting your money behind all the great work the brand does, this is your last chance to get your hands on an original Clothing The Gap item.

To view Clothing The Gaps full range, head here.

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