Gap will Add Design to Jeans with Attitude

Specialty retailer Gap will open a new creative design office in Los Angeles, introduce a new fall collection of jeans ‘with attitude’ and launch an immersive digital hub on jeans curated by designers, fashion experts and musicians at

Gap has expanded the 1969 Premium Jeans collection to babyGap, GapKids and GapMaternity so that customers can have styles like women’s Always Skinny, men’s Authentic or a kid’s Playdate Straight, says the company.

“Over the past year, it’s been exciting to see millions of customers try on and fall in love with our 1969 Premium Jeans,” said Marka Hansen, president of Gap, North America.

For fall 2010, Gap will continue to grow the line and is introducing new jeans styles featuring details like hardware, zippers and artwork including the Zip Crop Always Skinny, Wing Graffiti Always Skinny, Graphic Cuffed Real Straight and the New Stretch Legging Jean for women, all starting at $69.50.

For men, Gap is introducing black coated and extreme washes in the Boot, Straight and Skinny fits, as well as adding back pocket details to select men’s styles, all starting at $59.50.

Each month throughout the fall, Gap will add new styles to the 1969 line highlighting extreme leg shapes – from the legging jean to wide leg styles.

In mid-August Gap will open its 1969 office in downtown Los Angeles. The new location, on Olive and Pico, will house everything from design and merchandising to tech services, wash development and production.

It will be run by Rosella Giuliani, newly appointed 1969 creative director. By opening this office, Gap wants to offer new styles and washes more quickly.

To engage shoppers, the brand also launched Named 1969 Stream, and created in partnership with AKQA, the site offers new denim styles, tips on how to wear the latest looks and shop for the perfect Gap 1969 fit.

Curated by designers, fashion insiders, musicians, trend setters and Gap fans, visitors can explore the range of Gap 1969 through interactive experiences and videos. Gap fans can contribute to the 1969 Stream by submitting photos and comments via Facebook and Twitter, and by participating in various denim-themed online challenges.

In addition, Gap adult stores will host a special shopping event on August 5, featuring a sneak peek of the upcoming documentary, Blue Gold: The Story of American Jeans.

The documentary, which will officially be released in 2011, includes interviews with celebrities, musicians, designers, curators, historians and collectors commenting on the power and spirit of jeans in America and the impact jeans have on their lives, from both a fashion and personal expression perspective.

It includes interviews with the Gap’s founding family, the Fishers, and Patrick Robinson, EVP of Global Design for Gap, as well as music from singer/songwriters Truth & Salvage Co. To further drive engagement, consumers have a chance to win a cameo in the film by telling their jeans story.

With fiscal 2009 sales of $14.2 billion, Gap Inc. operates about 3,100 stores in the United States, the United Kingdom, Canada, France, Japan and Ireland.

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Rakesh Raman