The Gap Launches Premium Denim for $70 at New 1969 Jean Shop

Posted Aug 9th 2009 at 11:00AM by Katie Hintz-Zambrano (Subscribe to Katie Hintz-Zambrano's posts)

ashlee simpson, halle berry, molly sims at gap 1969 launch

Ashlee Simpson-Wentz, Halle Berry and Gabriel Aubry, and Molly Sims at the launch of Gap's 1969 Jean Shop. Photos: John Shearer, Getty Images

Last night, Gap Creative Director Patrick Robinson celebrated the company's new 1969 Jean Shop on Robertson Boulevard in West Hollywood, Calif.

Joel Madden played DJ, while celebs including Ashlee Simpson-Wentz, Emma Roberts, Molly Sims, Anthony Kiedis and Halle Berry (who got cozy with beau Gabriel Aubry) fêted the new heritage-inspired denim pop-up store, which will be open until September 27.

All jeans in the 1969 Premium Jeans Collection -- named after the year of Gap's inception -- retail for a recession-friendly $70 and feature reworked denim with authentic details like selvage hems, seems, hardware, washes and stitching.

Choose from the Always Skinny, Real Straight, Sexy Boot and denim style du jour: the slouchy Boyfriend, which pretty much guarantees a flattering pair for every figure.

Best news? The 1969 jean cuts will stay the same each season, while buttons, washes and detailing will change to reflect current trends. So, no more heartbreak when your favorite jeans finally give out.

Fall into the Gap's 1969 jeans -- there are styles aplenty. Photos courtesy of the Gap

Will this affordable premium denim collection help put an end to the $300 designer denim trend? Only time will tell. But our money's on yes. Leave a comment with your take!

Tags: 1969, 300-jeans, boyfriend-jeans, emma-roberts, gap, gap-jeans, halle-berry, Jeans, molly-sims, the-gap

Reader Comments (Page 1 of 1)

salome 8-09-2009 @ 1:25PM

gap,united colours of beneton,etc--100% rip-off and not necessary to shop there either.

Kristen 8-10-2009 @ 10:37AM

I tried a few of the styles out this weekend, and was totally impressed. I hadn't shopped Gap jeans in a while because I'd been so disappointed with the fit, but this time around, I had all kinds of options that fit really well.

cathy 8-20-2009 @ 9:55PM

I have worn Levis brand for years, I also have some Gap jeans that I really like, but I buy them on sale. For me $70. is still to much, after all denim is just cotton. I was alive in 1969, and although I was a little kid, the 1969 line doesn't make them worth $70. http://beyondbitch.wordpress.com

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