Gap co-founder Doris Fisher, who helped build one of America’s most recognizable clothing retailers, has died at the age of 94, CEO Richard Dickson said in a statement.

Fisher and her late husband Donald Fisher opened the first Gap store in 1969 on Ocean Avenue in San Francisco, initially selling Levi’s jeans alongside records and cassette tapes.

She coined the name “The Gap” in reference to the generation gap between baby boomers and their parents, helping the brand squarely target a fast-growing teenage market.

Doris and Donald Fisher in an undated photo. The couple opened the first Gap store in 1969 on Ocean Avenue in San Francisco, initially selling Levi’s jeans alongside records and cassette tapes.…