Halle Berry and Gabriel Aubry
Halle Berry and Gabriel Aubry

LOS ANGELES, Aug 8, 2009 / FW/ — Several strands of our pop culture DNA collided at Robertson Boulevard yesterday when San Francisco-based Gap opened a pop-up store in the famed Los Angeles street to unveil its latest line, 1969 Premium Jeans, named in honor of the year Gap was founded.

Robertson Boulevard – home to celebrities who lunch, stylistas who shop and the paparazzi who love them will play host to the 1969 Jeans Shop from August 7 thru September 27, 2009.

“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.

Opening yesterday, 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.

Starting at $59.50 for a pair, Gap’s 1969 Premium Jeans is offered in 12 new fits: 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. A-list celebrities that included Halle Berry and Gabriel Aubry made a visit to Gap’s 1969 Jeans Shop on Robertson Blvd. on opening night.

1969 Jeans Shop Pop Up
Friday, August 7, 2009 – Sunday, September 27, 2009
Monday – Sunday: 10:30 a.m. – 7:00 p.m.

108 N Robertson Blvd
Los Angeles, CA 90048
Tel: (310) 285-1880