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GapKids 1969 Jeans collection built for style & durability
29
Jun '10
Gap introduced its latest collection of 1969 Premium Jeans – this time, made especially for GapKids. Re-engineered with a focus on style and quality, the new collection offers the most comfortable, long-lasting and versatile denim on the market for young fashionistas and fashionistos.

Building upon GapKids' already premium denim offering, GapKids 1969 Premium Jeans take the fashion quotient up a notch with new fits like the Super Skinny for girls and Skinny for boys, elevated washes and fabrics, and the addition of signature details like the chambray waistband and blue rivet borrowed from adult 1969 jeans. Featuring a wide range of fits, washes and details that let kids express their personal style, every kid – from trendsetters-in-training to playground athletes – can find their favorite pair of jeans.

"As we welcome GapKids to our 1969 jeans family, we're thrilled to now offer 1969 Premium Jeans to all generations," said Mark Breitbard, Executive Vice President, GapKids and babyGap. "In building the collection we put a lot of emphasis on what's important to kids and their parents – quality, versatility, and a range of fits and washes. Simply put, we've got the best fitting premium jeans for kids at an accessible price point."

The 1969 Fit:
Featuring four core fits for girls and five for boys, the new premium jeans include classic rinses in hues from the darkest ink to light finishes and bold colors. Girls' fits include: Super Skinny, Skinny, Boot and Straight ranging in slim, regular and plus sizes. Boys' fits include Skinny, Straight, Boot, Original and Loose in slim, regular and husky sizes. With new fit blocks and adjustable waistbands, the GapKids1969 Premium Jeans not only complement growing bodies by making each pair go further, but also offer a consistent fit among different silhouettes making shopping that much easier for Mom.

1969 Kids Pop-up:
To celebrate the launch, Gap opened 1969 Kids on celebrity-laden Robertson Blvd in West Hollywood on Friday, June 25. The kids-centric pop-up shop, modeled after Gap's popular 1969 Jeans Shop for adults next-door, is anchored in the new GapKids denim collection and will be open for three months. The shop features a hand-selected assortment of fashion-forward and iconic pieces from the GapKids fall collection including plaid shirts, Junkfood graphic tees, crochet-detail tops, floral and chambray dresses, and a selection of fun accessories like watches, hats, pencil cases and key chains.

In addition to kids, the shop will feature babyGap 1969 Premium Jeans, launched earlier this year for babies 0-24 months.

Starting July 10, and every Saturday through August 21, 1969 Kids will host special events just for kids and their parents. Gap partnered with the lifestyle experts Michele Adams and Gia Russo from Momologie – an online newsletter for moms that speaks to the latest trends in family, entertaining, fashion, food, home and travel – to host an exclusive launch event on June 24, as well as additional Saturday events open to the public on July 10, July 17 and July 24. Gap is also partnering with The Mother Company, a group of moms and parents dedicated to creating a new kind of children's entertainment that focuses on social and emotional learning, to host four Saturday events open to the public on July 31, August 7, August 14 and August 21.


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