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Amy de la Haye and Andrew Tucker note in Costume and Fashion: A Concise History: American retailer The Gap, founded in San Francisco in 1969, universalized the popularity of garments such as the hooded sweatshirt and cargo pant (the latter contributing to a massive downsizing in the denim market), making once-basic items a wardrobe staple for all generations. (Laver 284-285) This was paralleled in high fashion as designers such as Helmut Lang put a fashion spin on styles such as parkas, combat trousers and other items worn by outdoor adventurers (Laver 284

Later in the decade, jeans were joined by khaki pants as a popular option for men

Slim fit dress that can be worn on any occasion like baby shower, photoshoots, formal wear or at a party