Gap announces denim initiatives

SAN FRANCISCO Gap has announced the launch of Gap1969.com, an online hub for all things denim, as part of its one-year anniversary of the launch of its 1969 jean line.

According to the company, the site enables visitors to explore various styles through interactive experiences and videos, features exclusive content from the likes of Elle and Chictopia, and offers users the opportunity to submit photos and participate in online challenges.

Gap also announced that it will open in office dedicated to its denim brand in downtown Los Angeles. The 5,400-sq.-ft. 1969 office will 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 company said.

"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, the company reported. 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 said it will add new styles to the 1969 line highlighting extreme leg shapes -- from the legging jean to wide leg styles.