Robertson Boulevard - home to celebrities who lunch, stylistas who shop and the paparazzi who love them - can now add Gap to its high-brow roster of boutiques and designer stores that line the famed thoroughfare. To celebrate the launch of its all-new 1969 Premium Jeans, Gap is opening the doors to its 1969 Jeans Shop and invites denim lovers to find their perfect pair of premium jeans starting at $59.50.

"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. "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."

    Opening today, the 1969 Jeans Shop, situated across from renowned celeb-den The Ivy, will feature the new 1969 Premium Jeans 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. The 1969 Premium Jeans line also includes two styles that are currently favorite trends in the industry - the Boyfriend for women and the Skinny for men. The shop 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.

    In the tradition of pop-up shop design, the Jeans Shop leans heavily into its temporary nature, integrating authentic and utilitarian materials used in a modern and clean way. Staffed by Gap's very best denim experts, the shop design complements the denim -its rugged, durable characteristics coupled with a modern, premium edge - with wooden sawhorse tables and plywood cubes, to a denim wall constructed of industrial metal shelving and acrylic panels.

    "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.

    To celebrate the opening of the Los Angeles shop, Patrick Robinson hosted a celebrity launch party DJ'd by Joel Madden of Good Charlotte.

    Details about the 1969 Jeans Shop:

    WHEN:       Friday, August 7, 2009 - Sunday, September 27, 2009
                       Monday - Sunday: 10:30 a.m. - 7:00 p.m.

    WHERE:      108 N Robertson Blvd, Los Angeles, CA 90048
                       (310) 285-1880
   
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 2008 sales were $14.5 billion. Gap Inc. operates more than 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 Asia, Europe, Latin America and the Middle East. For more information, please visit gapinc.com.

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