Gap’s Cologne Is Back—and Awesome

The dream of the ’90s is alive with Gap fragrance.

View in a Browser Saturday, August 01, 2026   Not to sound like a nostalgia-sick Republican, but do you remember when our country’s mall brands used to make good colognes? Sure, you’d choke on Abercrombie & Fitch’s Fierce in-store, but in reasonable quantities it was a pleasant smell. Another that fragrance heads have long mourned is the Gap’s line of colognes. This week, after much rumor and intrigue, that line returned with a handsome $52 price tag. We got early access, and we have plenty of opinions. —Luke Guillory, commerce editor    For the First Time in Decades, Gap Is Bringing Back Its Budget-Conscious Colognes The dream of the ’90s is alive with Gap fragrance. SHOP NOW   Wouldn’t You Know It, Todd Snyder and Timex Have Released Three More Incredible Watches At two-hundred-bucks apiece, this might be the best drop of the summer. SHOP NOW   The 10 Best Beach Shoes Money Can Buy Whether you’re hitting distant shores or your local state park, here’s what to wear. SHOP NOW   Two of the Coolest Timex Reissue Watches Are 33% Off at the Nordstrom Anniversary Sale Add a little bit of ’70s flair to your collection. SHOP NOW   The 8 Best Media Consoles That Are Worthy to Sit Underneath that Flatscreen You spent a grand on the TV, don't set it up on something from IKEA. SHOP NOW   The 11 Best Luxury Gym Equipment Brands You know what that dream home needs? A dream gym. SHOP NOW   Follow Us Unsubscribe | Manage Preferences | Privacy Notice | CA Notice at Collection Esquire is a publication of Hearst Magazines. ©2026 Hearst Magazine Media, Inc. All Rights Reserved. This email was sent by Hearst Magazines, 300 West 57th Street, New York, NY 10019-3779