Did you hear that? It’s the sound of thousands – nay, millions – of Argentine hearts breaking. No longer will they have an undisputed reason to justify traveling to Miami for the tenth time in a year to get their paws on the buzo that everyone knows is a sign of privilege and power. Aeropuertos Argentinos 2000 released a statement confirming that GAP will open its first store in Argentina and that it will be located inside the Jorge Newbury Airport in Buenos Aires.
Only passengers traveling within Argentina will be able to reach the store, however, and they’ll have to pass through the pre-boarding and security areas to gain access to the goods. Though GAP already has a limited presence in Duty Free shops, this is the first independent store that the brand will open in Argentina. According to the press release, “[GAP] is entering the local market exclusively through ShopGallery. Among the inventory available will be clothing items and accessories for all ages, from newborns to adults.”
For some bizarre reason – I think it’s because of their lingering, deep-seated obsession with all things 90s – Argentines can’t get enough of GAP, in particular the classic, logo-emblazoned sweatshirt that I wore for at least five years during my suburban childhood. The buzo is a sign of having traveled abroad, at least to the discount outlets in Miami, and serves as a bit of social currency in an age when we’re all desperately trying to one-up each other, even though the world is on the verge of collapse and nothing matters anymore.
Though the brand enjoys a healthy presence in both Chile and Uruguay, GAP never set up shop in Argentina. The Aeroparque location will be located across from the Gate 9 boarding area and hopefully will make plans to keep up with the population’s insatiable demand for a variety of cotton basics made by children in developing countries.