The company was founded in 1969 by Donald Fisher (English) Russian. and his wife Doris Fisher; the first store called PAD was opened in San Francisco in the Ocean Avenue theater building near San Francisco State University and sold Levi's jeans and audio recordings. After opening the store, he posted an ad that sells about "four tons" of jeans at very low prices. As a result, all the clothes were bought up by young people in the very first days. Then Doris Fisher decided to change the name of the store to Generation Gap, trying to indicate its modernity and the generational gap, a common term of the time. But this name seemed to her too long, so it was left simply GAP. It was GAP who turned jeans from workwear into a fashion item. White cotton T-shirts are another GAP branded product. A year later, a second store opened in San Jose.