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.

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