Extending it’s innovative approach, Gap announced it will open a new creative design office in Los Angeles – a first for Gap, introduce a new fall collection of jeans and launch an immersive digital hub on jeans curated by designers, fashion experts and musicians at Gap1969.com.
Since the collection’s debut last August, when Gap jeans were reinvented on every level including fit, fabric, wash and technical details – customers have delighted in the jeans which fit and feel like premium-priced denim but start at $59.50. Gap has since expanded the 1969 Premium Jeans collection to babyGap, GapKids and GapMaternity so that every Gap customer can enjoy styles like women’s Always Skinny, men’s Authentic or a kid’s Playdate Straight.
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.
To continue to inspire creativity, in mid-August Gap will open its 5,400 square foot 1969 office in downtown Los Angeles, the heart of the denim industry. The new location, on Olive and Pico, will house everything from design and merchandising to tech services, wash development and production and will be run by Rosella Giuliani, newly appointed 1969 creative director. By opening this office, Gap will be able to offer innovative new styles and washes more quickly, ensuring customers can always find the latest trends.
Building on the brand’s core philosophy of individual expression, the Put the ‘It’ in Fit advertising campaign will highlight new details in the fall denim collection – like Stretch (New Stretch Legging), Wash (Dirty Wash Sexy Boot), Zip (Zip Crop Always Skinny) and Roll (Graphic Cuffed Real Straight). The campaign, developed by Laird + Partners, will run in the August issues of Allure, Details, Elle, GQ, Glamour, InStyle, Lucky, Vanity Fair and Vogue, and will be featured in Gap stores, online at gap.com and various outdoor locations in select markets.
To further engage shoppers, the brand also launched the ultimate destination for denim fans online at Gap1969.com. 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 in an endless stream through interactive experiences and videos. The site features exclusive content from fashion authorities like Elle to style communities like Chictopia to influential bloggers like the Sartorialist. 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.