When Don Fisher decided to open a store selling Levi’s jeans and records in 1969, he initially wanted to call it “Pants and Disks”. Instead, his wife Doris proposed calling the store on San Francisco’s Ocean Avenue “The Gap”, marking the launch of what is today one of the world’s largest clothing retailers.

Fisher, who has died at the age of 81, never claimed expertise in marketing or fashion merchandising. Instead, he always said he was “just a real-estate guy”.