San Francisco, CA (CNS) – Gap has just unveiled the company’s new 1969 Premium Jean shop on Robertson Boulevard in San Francisco. Gap’s head of design, Patrick Robinson, hosted a celebrity launch party to celebrate the opening.
Halle Berry and Gabriel Aubry stopped the party last night to check out the new digs. The evening was DJ’d by Joel Madden of Good Charlotte.
“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 in a press release.
“It shows how confident we are that our new jeans offer the fit and styling of other premium denim brands without a price point that breaks the bank.”
The new collection retails at $59.50 offers styles in classic rinses and hues from darkest ink to light, distressed finishes. The 12 new fits include Always Skinny, Real Straight, Sexy Boot, Long and Lean, Curvy, and Perfect Boot for women and the Straight, Authentic, Standard, Boot, Loose, and Easy for men.
“With this new collection, named in honor of Gap’s debut year, we completely reworked and redesigned the jeans at every level, from design and fit to fabric, fasteners and production,” said Gap’s EVP of Design, Patrick Robinson. “Our goal was to create a range of styles that were cool, sexy and relevant for right now. Every style tells a story and there’s a fit for everyone – we created great fitting jeans that really complement and accentuate different body types.”
The store on Robertson will be open through September 27 and will also offer hand-selected pieces from Gap’s new fall collection, including the Shrunken Schoolboy Blazer, the Zip Leather Jacket and the Boyfriend Chambray woven shirt.