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Armani Conquers China, Chastises the Pope June 01st, 2012 @ 11:53 AM



.

Contoured and Cool, Gap's 1969 Collection Gives Jeans a Lift

Renata Espinosa
August 14th, 2009 @ 4:53 PM - New York

In this retail climate, spending $200 on a pair of jeans is so last year – that’s why Gap’s launch this month of their new 1969 Premium Jeans collection is particularly well-timed.

Retailing at $69.50 for women and $88 for men, the jeans tout a reworked fit across all styles as well as improved fabrics and all-new washes for a collection that they hope will compete with the upper echelon of denim brands.

Gap creative director Patrick Robinson spearheaded the effort to improve the various fits, which for years has offered styles to suit every body type and preference, like “Curvy” and “Long and Lean.”

Now, they’re also offering fashion-favorite fits for women like “Always Skinny,” their improved take on the skinny jean, with a waistband that stays flat against the body, a rarity with low-rise jeans, and the slouchy “Boyfriend Jean,” with a looser cut and distressed look. For men, a new “Authentic” fit offers a slimmer leg for a more urbane look.

But more than just a cosmetic makeover, the jeans solve problems that have long plagued the fit of women’s jeans, from unsightly gaps at the back of the waist to unflattering back pocket placement. Robinson created fits that contour and slim the most crucial areas of a woman’s body – the seat, hips and thighs.

For both men and women, new and improved fabrics with a premium denim feel – lightweight and smooth – and a dizzying array of washes – do much to promote Robinson’s idea that Gap’s jeans shouldn’t be “one-size-fits-all.”

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