GAP INTRODUCES GAPKIDS 1969 PREMIUM JEANS COLLECTION
Built for Style and Durability, the New Collection Features the Best Selection of Fits and Washes to Suit Every Attitude
SAN FRANCISCO, June 28, 2010 – Today Gap introduced its latest collection of 1969 Premium Jeans – this time, made especially for GapKids. Re-engineered with a focus on style and quality, the new collection offers the most comfortable, long-lasting and versatile denim on the market for young fashionistas and fashionistos. Starting at $19.50, the new collection is making its debut in stores nationwide and online at gap.com.
Building upon GapKids’ already premium denim offering, GapKids 1969 Premium Jeans take the fashion quotient up a notch with new fits like the Super Skinny for girls and Skinny for boys, elevated washes and fabrics, and the addition of signature details like the chambray waistband and blue rivet borrowed from adult 1969 jeans. Featuring a wide range of fits, washes and details that let kids express their personal style, every kid – from trendsetters-in-training to playground athletes – can find their favorite pair of jeans.
“As we welcome GapKids to our 1969 jeans family, we’re thrilled to now offer 1969 Premium Jeans to all generations,” said Mark Breitbard, Executive Vice President, GapKids and babyGap. “In building the collection we put a lot of emphasis on what’s important to kids and their parents – quality, versatility, and a range of fits and washes. Simply put, we’ve got the best fitting premium jeans for kids at an accessible price point.”
The 1969 Fit:
Featuring four core fits for girls and five for boys, the new premium jeans include classic rinses in hues from the darkest ink to light finishes and bold colors. Girls' fits include: Super Skinny, Skinny, Boot and Straight ranging in slim, regular and plus sizes. Boys' fits include Skinny, Straight, Boot, Original and Loose in slim, regular and husky sizes. With new fit blocks and adjustable waistbands, the GapKids1969 Premium Jeans not only complement growing bodies by making each pair go further, but also offer a consistent fit among different silhouettes making shopping that much easier for Mom.
1969 Kids Pop-up:
To celebrate the launch, Gap opened 1969 Kids on celebrity-laden Robertson Blvd in West Hollywood on Friday, June 25. The kids-centric pop-up shop, modeled after Gap's popular 1969 Jeans Shop for adults next-door, is anchored in the new GapKids denim collection and will be open for three months. The shop features a hand-selected assortment of fashion-forward and iconic pieces from the GapKids fall collection including plaid shirts, Junkfood graphic tees, crochet-detail tops, floral and chambray dresses, and a selection of fun accessories like watches, hats, pencil cases and key chains.
In addition to kids, the shop will feature babyGap 1969 Premium Jeans, launched earlier this year for babies 0-24 months.
Starting July 10, and every Saturday through August 21, 1969 Kids will host special events just for kids and their parents. Gap partnered with the lifestyle experts Michele Adams and Gia Russo from Momologie – an online newsletter for moms that speaks to the latest trends in family, entertaining, fashion, food, home and travel – to host an exclusive launch event on June 24, as well as additional Saturday events open to the public on July 10, July 17 and July 24. Gap is also partnering with The Mother Company, a group of moms and parents dedicated to creating a new kind of children’s entertainment that focuses on social and emotional learning, to host four Saturday events open to the public on July 31, August 7, August 14 and August 21. For details on the events, please visit Gap’s Facebook page [www.facebook.com/gap]
Similar to Gap's other 1969 stores around the country, the 1969 Kids pop-up shop features a no-frills vibe integrating authentic and utilitarian materials in a modern and clean way. To create a kid-friendly environment, the design incorporates pops of color on the store front, denim wall and fixtures and will feature a photo booth, a retro video game console and juke box to keep kids entertained each and every time they visit the shop. Gap denim experts will staff the shop to help Mom find the perfect premium jeans for her little ones.
OPENING DATE: Friday, June 25
STORE HOURS: Monday – Saturday: 10:30 a.m. – 7:00 p.m.
Sunday: 11:00 a.m. – 6:00 p.m.
WHERE: 107 S. Robertson Blvd
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 Australia, Asia, Europe, Latin America and the Middle East. For more information, please visit www.gapinc.com.