Andy Warhol, 1993

Khakis reimagined with imitable cool –‘ such was this Gap advertisement which was one part of a larger campaign featuring various icons (though none as subversively charming as Warhol) wearing their classic khakis. You see, tan colored twill chinos are actually cool. They are timeless, unassuming, and by being so they can ensure your own identity and perhaps a future of fame, to come through unfettered by strains of fashion. This would be a value. And so the Gap would begin its transformation of the generic and mundane into a feverish universal desire: the greatest common denominator of cool, just in time for the upswing of ’90s minimalism.

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