Inspired by a late night team dinner at a food truck in Los Angeles, Gap is taking the vibe of its denim design studio on the road with a custom vintage taco truck.
Launched Wednesday in four markets, Pico de Gap will serve custom menus “designed” by local chefs, including author Katie Lee in New York, Top Chef’s Marcel Vigneron in Los Angeles, Top Chef’s Ryan Scott in San Francisco, and Rick Gresh of David Burke’s Primehouse in Chicago.
“The idea of Pico de Gap—and the taco truck used in our fall campaign 1969: L.A. and Beyond—came about one night when I was having dinner with our 1969 design team in downtown L.A.,” said Seth Farbman, Gap’s chief marketing officer.[ Also Read: Gap’s Marketing Campaign with ‘Real People’ ]
To create an authentic aesthetic, each P ico de Gap truck was hand-painted and includes a replica of a vintage Gap ad and neon sign from the ’70s. Customers can check out the latest 1969 fall denim styles on display while enjoying tacos for a $1.69.
Additionally, every customer will receive a coupon for $20 off their next Gap 1969 denim purchase and some lucky patrons will even receive a special coupon redeemable for a free pair of Gap 1969 jeans up to $90.00.
Signature fits for women include the Legging Jean, High Rise Pintuck Trouser and Skinny Boot, while signature fits for men include the Drop Crotch Skinny, Slim Trouser and Slouchy Slim Rocker.
Each Pico de Gap truck will stop by music events, nightlife hotspots, festivals, farmers’ markets and select Gap stores.