Gap’s 1969 Jeans line is making itself at home in a new location on Robertson Boulevard. The brand, which opened a temporary space on the street in August, signed a one-year lease for a space on the trendy boulevard and opened a new shop last month, across the street from the previous location. Modeled in the same no-frills style as the original pop-up shop that made its debut on Robertson Boulevard last summer, the new 1969 Jeans boutique is about 2,100 square feet and features Gap’s 1969 Premium Jeans for both adults and babies. Celebrities such as Selma Blair, Debra Messing and Rebecca Romjin bypassed Gap’s more expensive neighbors on Robertson a few weeks ago to drop by and shop the new store before it opened to the public.

“I’ve always been kind of androgynous as a look, so the boyfriend styles over skinny jeans works perfectly,” said Blair.

This story first appeared in the March 12, 2010 issue of WWD. Subscribe Today.

Gap’s premium denim push is part of Gap creative director Patrick Robinson’s several-year effort to reinvigorate the brand, and the new store is one of Gap’s Stateside outposts hosting what could be called the clothing version of Cash for Clunkers — a limited-time program to give customers credit for recycling their old denim duds. Through Sunday, consumers can drop off their old denim at local Gap stores to be converted into UltraTouch Natural Cotton Fiber Insulation and donated to communities in need. Shoppers who participate receive a 30 percent discount on new denim purchases, including 1969 Premium Jeans and the new babyGap 1969 Premium Denim collection.

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