2011 February 3

Denim Galore At New SoHo Gap 1969 Store

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Gap 1969's Denim Wall Gap 1969's Denim Wall
Courtesy of Gap
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Gap opened its second denim-drenched Gap 1969 store right across the street from its old location of Gap proper. The spinoff line debuted in L.A. in fall 2009 as a pop-up store on Robertson Boulevard, and the short term denim experiment turned into a permanent location a few months later. Spiffy touches include an iPad "work table" for perusing the selection on-screen before trying on and scouting out-of-stock or online-only dungarees. Expect cuts and washes curated from Europe and Japan displayed amid folliage in the "denim wall." Prices for men and women are in the ballpark of $59.50 to $69.50, with premium price points for some of the more unusual and specially sourced pairs. Denim obsessives will delight in the specially trained staffers,"Jean Experts," ready to enlighten about the exclusive iterations in shades of blue only available at Gap 1969 locations. Sort of like a jean-ious version of those adorable Geniuses that quell your iPhone and Mac Book crises!


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