Denim Therapy

Gamine Workwear: Raw Denim and Workwear for Women


Gamine Workwear: Raw Denim and Workwear for Women


Denim Therapy X PRPS


A Look at The Gap 1969 Denim Studio

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.

A behind-the-scenes look at Gap's 1969 denim studio in Los Angeles.

Learn more about 1969 premium denim at 1969 online.

—Kathy Ng Hassan

Tags: , , ,

Posted Aug 22 2011 in Campaigns » Denim News

“Pico de Gap” Taco Trucks: A Campaign That Brings Tacos & Denim Together As One

From LA Weekly:

gap taco truck

Image via Carpe Durham.

“It was only a matter of time before the L.A. taco truck craze collided with our penchant for denim. Lucky us. But hey, free jeans and tacos are involved. Sort of.

Gap is launching a new nationwide marketing campaign for its 1969 denim line that focuses on videos and print ads featuring a peek inside the design process at the Pico Creative Loft, the clothing manufacturer’s L.A. design base on West Pico Boulevard. As part of the campaign, the clothing store is rolling out — surprise! — “Pico de Gap” taco trucks. The trucks will offer tacos created by celebrity chefs in several major cities including, of course, our very own denim and taco truck home base.

In L.A., the celebrity chef in charge of the Pico de Gap taco design isĀ Marcel Vigneron, so we’re hopeful the tacos will deliver. The menu will include four tacos: Braised lamb-chile negro, shrimp and smoked paprika, carnitas with chipotle peppers, and spicy tofu. You can follow the truck on TwitterĀ @picodegapLA.

Should you be inclined to try a corporate ad campaign taco — and please do report back on how that marriage of hot sauce and hot air tastes — you’ll be able to buy one on the streets of L.A. for $1.69 beginning on Monday for about two months. The tacos are (surprise again!) free for those who make a same-day purchase of 1969 denim and show their Gap receipt.

The wrappers also come with what the press release had dubbed a “golden ticket” bonus. Only here, there are no promises of circa 1964 Roald Dahl chocolate rivers, but the occasional winning coupon for a free pair of jeans (all of the wrappers include a $20 discount coupon).

Call us crazy, but yeah, we’re more chocolate river types. Promises of a pair of skinny jeans aren’t exactly a food lover’s storybook ending.”

Via LA Weekly

—DT Staff


Tags: , , , ,

Posted Aug 05 2011 in Campaigns » Denim News
  Follow us   Join us   Subscribe
© Denim Blog - Denim Therapy. All rights reserved.