Doris Fisher, who co-founded the Gap retail chain with her husband Don, has died at the age of 94.
The couple opened the first Gap store in San Francisco in 1969 after a frustrating shopping experience when Don could not find a pair of jeans that fit. Doris reportedly came up with the company's name, referring to the generation gap, hoping to appeal to younger shoppers.
Over the years the business expanded to include the Banana Republic, Old Navy and Athleta brands and currently operates about 3,570 stores worldwide, with annual sales of about $15bn (£11bn).
Fisher died on Saturday, with Gap saying she "passed away peacefully, surrounded by her family". No cause of death was specified.
While Don was the company's chief executive (CEO) and then chairman, Doris served as its merchandiser until 2003, establishing the brand's style and image.
