Gap Goes Bag: Reed Krakoff’s Denim-and-Hoodie GapBag Line Lands Under $150
The American retailer’s first full handbag collection reimagines its most famous wardrobe staples as totes and crossbodies — with designer credentials and everyday prices.
Gap has made jeans and hoodies for generations. In September, it turned them into handbags. The new GapBag collection — the brand’s first full line of bags — arrived online and in select North American stores on September 8.
The designer behind it
The line is designed by Reed Krakoff, the designer best known for his long tenure leading creative at Coach and later as chief artistic director at Tiffany & Co. Gap’s own announcement describes him as Gap Inc.’s Executive Director of Accessories.
What’s in the collection
GapBag reworks familiar details — denim, hoodie fabrics, drawstrings and stitching — into totes, shoulder bags, crossbodies, pouches and small accessories. Reported prices run from about $29.95 to $148, keeping the line within Gap’s everyday price range.
Why fashion fans are talking
Designer talent at high-street prices is a proven recipe for buzz, and the launch drew attention from fashion media and shoppers alike. It is also part of a broader effort by Gap to regain cultural relevance, following the appointment of Zac Posen as creative director in 2024 and the launch of his GapStudio line.
With the global handbag market worth billions, analysts say the move gives Gap a fresh way to compete for shoppers who want a designer feel without designer prices. Whether GapBag becomes a staple will be clearer once sales results arrive — but on launch alone, it was one of September’s most-discussed fashion stories.
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