Gap opens 1969 Jeans Shop pop-up in L.A.

San Francisco Gap said Friday it has opened a 1969 Jeans Shop pop-up store on star-shopped Robertson Boulevard in Los Angeles.

The pop-up shop, which opened Friday morning to launch Gap’s new 1969 premium jeans collection, debuted with jeans offered at a $59.50 price point.

“L.A. has always been the epicenter of the latest trends in premium denim -- it’s the city people look to for inspiration about what's new and relevant. That's why we're bringing our pop-up shop to Robertson Boulevard, one of the most important retail destinations for denim in L.A.," said Marka Hansen, president of Gap North America.

The 1969 Jeans Shop is located across from renowned celebrity hangout The Ivy. To celebrate the opening of the Los Angeles shop, Gap’s head of design Patrick Robinson hosted a celebrity launch party DJ'd by Joel Madden of the band Good Charlotte.