Unravelling What Threads Means for Fashion

When the Gap went silent on Threads two weeks ago, its fellow retailers sounded the alarm. American Eagle was first, posting “someone check in on Gap, it’s been 4 days …” Old Navy then jumped in to help, writing “My sister was kidnapped … help me find her.” Soon, Gap replied with a GIF of a woman rolling her eyes and walking away from her laptop: “We’re working weekends now?”

The exchange is indicative of how brands are…