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Above: Concept sketches for Old Navy’s Fall-Winter 2015 collection

To most Americans, Old Navy is the Gap-owned mall brand you shop for $18 loose-fit jeans, $8 striped T-shirts, and other cheap basics. But the brand, according to a recent story in the New York Times, is hard at work getting trendier, and bigger: Old Navy rang up $6 billion in sales in 2014, or 40 percent of the company’s annual revenue—as much as Gap and Banana Republic brands combined. But, even as the brand attempts to get its low-cost clothes closer to the looks found on catwalks and street-style blogs, will we ever think of Old Navy as stylish?

We talked to Christopher Goble, Old Navy’s general manager of menswear, and Claire Newman, the vice president of men’s design, about the company’s recent success and how they plan to get everyone—that means you—into their stores very soon.

What’s the general feeling at Old Navy right now? How is everyone feeling about your recent success?

Christopher Goble: The last two or three years have been really exciting. We’ve had really strong results for three consecutive years now. Morale is high and everybody has bought into the vision of what we’re setting out to do. But we’re never satisfied with our success. So we want to continue to raise the bar.

What exactly is that vision that you see everyone buying into?

CG: We’re the first aspirational value brand in the United States. Our unique position is that we deliver that experience for a family.

What does that mean, an aspirational value brand?

CG: It’s really about understanding what products are out in the marketplace that customers want to buy, but which might not necessarily be in their price range. We try to actually deliver products that are on trend, that are current, that look great, at a value. They can afford to participate in those trends. We kind of democratize style.

Within the past five years, it seems like there are a lot of different brands—Uniqlo, Joe Fresh, H&M, Topman and Zara—all competing for the same ground. How do you carve out your own niche?

CG: I think we do have a nice niche in there. I think some of those brands that you mentioned are probably a little bit higher priced than us. The value market will always be competitive. We compete against department stores, big box retailers, and some of the specialty brands that you mentioned. But where we really stand out is that we deliver that value and that point of view for the family, and through the lens of American style.