Gap announced Tuesday it will open a new creative design office in Los Angeles – a first for Gap, introduce a new Fall collection of jeans ‘with attitude’ and launch an online digital denim hub.

Marka Hansen, president of Gap, North America. “We know we have the best fitting premium jeans at an accessible price in the marketplace and we’ll continue to focus on this innovation especially as we bring our entire denim team to Los Angeles to live and work in the creative hub of the denim industry."

For fall 2010, Gap continues to grow the line since its debut August 2009 and is introducing new jeans styles featuring details like hardware, zippers and artwork. Womens' jeans start at $69.50 and Mens' at $59.50. Each month throughout the fall, Gap will add new styles to the 1969 line.

In mid-August, Gap will open its 5,400 square foot 1969 office in downtown Los Angeles to 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.

The campaign "Put the ‘It’ in Fit", developed by Laird + Partners, will run in August issues such as Elle, GQ, Glamour, InStyle, Vanity Fair and Vogue.

The Gap 1969 Stream

Gap1969.com has developed “1969 Stream” with AKQA for an interactive shopping experience with fashion blogs and denim-themed challenges.

Documentary "Blue Gold: The Story of American Jeans" will be previewed on August 5 at some stores; officially released in 2011. Those in the denim industry comment on the power, impact and spirit of jeans in America.


By Rosie Hart