In the latest installment of Gap Inc.’s step-by-step makeover, denim is getting a major update. The new 1969 Premium Jeans collection, which hits stores in August, was unveiled Monday night, and is designed to reflect current trends. “We’ve been going through every category and asking ourselves, ‘Is it right for today?’” said Patrick Robinson, Gap’s executive vice president of design, noting that revamping denim has been his priority since day one. “Gap is the iconic American brand, so you start with jeans and T-shirts.”
This story first appeared in the April 22, 2009 issue of WWD. Subscribe Today.
Robinson enlisted a team of premium denim experts from lines in the $150 to $500 range and challenged them to apply their skills within Gap’s price parameters: under $60. The results include a range of such of-the-moment styles as the women’s Always Skinny jeans and now ubiquitous Boyfriend jeans, and men’s Skinny and Straight cuts, as well as some extras, such as denim shoes by Pierre Hardy, hats by Albertus Swanepoel and tops. The major message is bottoms with a focus on fit. “Across the board, we want it to feel sexy and authentic,” said Robinson. “Women want their a– and thighs to look great, and guys just want something easy.”