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On the heels of last year’s denim reboot, Gap is launching another major pants initiative. The men’s and women’s Premium Pant collection, shown Tuesday at Milk Studios in New York and in stores in August, is inspired by “the big part of life that is work,” as Gap executive vice president of design Patrick Robinson put it. With its customers’ denim needs firmly addressed and their trust restored in the label’s fits, Robinson and his team went to work crafting a collection of sophisticated, polished styles suited to “high-stakes events,” i.e., dates or professional settings.

This story first appeared in the April 21, 2010 issue of WWD.  Subscribe Today.

According to Robinson, the last six months have been devoted to perfecting fit and fabric development so that “everything looks like it costs four to five times the price,” which is $49.50 to $59.50. Anchored in tailoring, the seven women’s fits range from the Really Skinny to a slouchy Boyfit to a flared leg trouser style and the Curvy fit for fuller figures, and will be merchandised with a selection of filmy white blouses, cashmere sweaters, shearling and leather aviator jackets, as well as Pierre Hardy for Gap lace-up, peep-toe wedges.

The three men’s fits include tailored khaki in straight, relaxed or slim cuts; classic khakis in straight or relaxed fits, and vintage khaki, which sports a button closure and loose, standard or straight fits. Ad campaigns shot by Craig McDean, who also helmed the denim ads, are forthcoming in September for women’s and February for men’s. “Giving the customer something to wear seven days a week has been the goal for the Gap brand,” said Robinson. “With this, the base of the brand is now in place.”

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