Gap relaunches 1969 jeansFriday, 14 August 2009
In celebration of the new denim collection and its 40th anniversary, Gap is encouraging fans to express their personal style and proclaim what they were born to do through an interactive Facebook gallery, StyleMixer iPhone app and jeans pop-up shops. Gap is also hosting the largest simultaneous acoustic concert nationwide at its more than 700 stores on the evening of August 20th. Musicians across the US will showcase what they were born to do and shoppers will receive discounts on their favorite denim styles.
"Forty years ago, Gap started exclusively as a jeans shop in San Francisco. Denim is our birthright and to celebrate we are reaching back to our roots and leveraging our extensive experience to reinvent an American classic with our new 1969 Premium Jeans – fresh and modern for today's style," said Marka Hansen, president of Gap North America. "Denim is such a foundational part of any wardrobe, but traditionally premium jeans have not been accessible to everyone. We created this new collection to fill the gap – delivering superior fit, finishes and detail at a truly affordable price point."
The 1969 Premium Jeans, named in honor of Gap’s debut year, were completely reworked and redesigned at every level –from design and fit, to fabric, fasteners and production. The new collection was created with a major focus on fit, premium washes and styles that accommodate different body types.
"Denim is so personal and these days it can be styled for just about any occasion – to the office, on a first date or for a special event," said Gap’s EVP of Design, Patrick Robinson. "Our goal in re-engineering our denim was to create a range of styles that were cool, sexy and relevant for right now. Every style tells a story and there’s a fit for everyone – we created great fitting jeans that really complement and accentuate different body types."
Featuring 12 core fits for women and men, the new premium jeans include classic rinses in hues from the darkest ink to light, distressed finishes. Women’s fits include: Always Skinny, Real Straight, Sexy Boot, Long and Lean, Curvy, and Perfect Boot. Men’s fits include Straight, Authentic, Standard, Boot, Loose, and Easy. Additionally, Gap is introducing two fashion favorite fits, the Boyfriend for women and Skinny for men.
Image: Gap jeans