August 3, 2010, 1:40 PM

Gap Launches Web Site for Its 1969 Line of Jeans

The site will include fashion tips, videos and social media capabilities.

SAN FRANCISCO, Aug. 3 -- Gap today announced it will open a new creative design office in Los Angeles, introduce a new fall collection of jeans 'with attitude' and launch an immersive digital hub on jeans curated by designers, fashion experts and musicians at Gap1969.com.

Since the collection's debut last August, when Gap jeans were reinvented on every level including fit, fabric, wash and technical details, customers have delighted in the jeans which fit and feel like premium-priced denim but start at $59.50. Gap has since expanded the 1969 Premium Jeans collection to babyGap, GapKids and GapMaternity so that every Gap customer can enjoy styles like women's Always Skinny, men's Authentic or a kid's Playdate Straight.

"Over the past year, it's been exciting to see millions of customers try on and fall in love with our 1969 Premium Jeans," said 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 will continue to grow the line and is introducing new jeans styles featuring details like hardware, zippers and artwork including the Zip Crop Always Skinny, Wing Graffiti Always Skinny, Graphic Cuffed Real Straight and the New Stretch Legging Jean for women, all starting at $69.50. For men, Gap is introducing black coated and extreme washes in the Boot, Straight and Skinny fits, as well as adding back pocket details to select men's styles, all starting at $59.50. Each month throughout the fall, Gap will add new styles to the 1969 line highlighting extreme leg shapes – from the legging jean to wide leg styles.

To further engage shoppers, the brand also launched the ultimate destination for denim fans online at Gap1969.com. Named 1969 Stream, and created in partnership with AKQA, the site offers new denim styles, tips on how to wear the latest looks and shop for the perfect Gap 1969 fit. Curated by designers, fashion insiders, musicians, trend setters and Gap fans, visitors can explore the range of Gap 1969 in an endless stream through interactive experiences and videos. The site features exclusive content from fashion authorities like Elle to style communities like Chictopia to influential bloggers like the Sartorialist. Gap fans can contribute to the 1969 Stream by submitting photos and comments via Facebook and Twitter, and by participating in various denim-themed online challenges.

About Gap Inc.

Gap Inc. is a leading global specialty retailer offering clothing, accessories and personal care products for men, women, children and babies under the Gap, Banana Republic, Old Navy, Piperlime and Athleta brand names. Fiscal 2009 sales were $14.2 billion. Gap Inc. operates about 3,100 stores in the United States, the United Kingdom, Canada, France, Japan and Ireland. In addition, Gap Inc. is expanding its international presence with franchise agreements in Asia, Australia, Europe, Latin America and the Middle East. For more information, please visit www.gapinc.com.

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