So Gap 1969 is now just 1969 Premium Denim. Last year, the then Gap 1969 division packed up and moved their operations to Los Angeles—to their new denim studio on Pico Blvd. Los Angeles is the denim capital of the world, which is the reason behind the move: to work closely with denim manufacturing resources and create that vibe of authenticity and ingenuity which the brand is focused on. The subtle title change is yet another way that this premium denim division is distinguishing itself from the overall Gap corporate identity. Want to see who are the creative forces behind Gap’s cool premium denim line? Watch the video for a behind-the-scenes look from their new video campaign.
Learn more about 1969 premium denim at 1969 online.
—Kathy Ng Hassan
Tags: Gap 1969, gap jeans, Los Angeles Denim, Pico de Gap
In this edition of Denim Therapy‘s Window Shopper, we take you on a denim smorgasbord on Los Angeles’ Robertson Boulevard, where celebrities, trend-conscious shoppers and hungry paparazzi frequent. Why Robertson? Have you seen the stores on that street? Besides playing host to Lisa Kline and three Kitson boutiques, you can shop at several premium denim brands within one city block without having to stop off at the nearest Starbucks. Denim-driven brands like AllSaints, Paige, 7 For All Mankind, Gap 1969 and True Religion can literally be found within one block. This does not include Intermix, Kitson and Madison, boutiques which carry a fantastic array of designer jeans for men and women in stock all within walking distance. And we say, walking distance in L.A. terms.
—Kathy Ng Hassan
Tags: 7 for All Mankind, AllSaints, Beverly Hills stores, Gap 1969, Intermix, jeans for men, jeans for women, Kitson, Madison, Paige, Shops on Robertson, window shopper
Strolling in Soho the other evening, we realized that “outside looking in” isn’t always a bad thing. We peered beyond the neon signage of the GAP 1969 boutique (Broadway & Spring Street) at a cool spring style paradise. For the ladies, we loved the cream-colored stretch-denim pants paired with the chocolate v-neck top. For the guys, rolled up jeans in the same hue were paired with rugged brown work boots and a leather belt. Two looks to turn heads and keep the preppy vibe alive. Next time, we’re walking in!
Tags: denim shopping nyc, denim stores nyc, Gap 1969, GAP 1969 Premium Jeans Collection, store windows
The Gap has finally opened its doors to the new all-denim store, located in the center of Soho (513 Broadway, New York). The new shop houses over 2,500 pairs of jeans, including styles from the 1969 premium jeans collection. “Denim continues to be the heart of this brand and our goals will always be to create styles that are modern and sexy for our customer,” said Patrick Robinson, executive vice-president of design at Gap. This is the third Gap 1969 store to open in the U.S.
The store itself has a clean, bright feel with wood seating in the center of the store, installed with an iPad “bar” which is preloaded with favorite fashion sites. Prices range between $59.50 to $69.50, with premium price points for some of the more unusual and specially sourced pairs (Gap will be offering exclusive Italian and Japanese denim at this store). For a brand that was based on denim it was about time for them to delve into the ever growing luxury denim market.
Tags: Gap, Gap 1969, Gap New York, Gap Soho, jeans, premium denim, retail chain