Gap's executive vice president of design, Patrick Robinson, admits that the brand he works for, one of the most universally recognizable American brands of the past four decades, has been floundering stylistically for the past several years. "We lost our edge for a while when we started making things up instead of talking directly to you, " Robinson noted yesterday at the label's retail location on Fifth Avenue and 54th Street in New York. The stylish and affordable brand has been boasting simple, seasonally-savvy separates for on trend youth since its debut in 1969. And though it offers a bevy of color-swirled dresses, skirts, sweaters, scarves, and even pjs, Robinson claims the new direction the store will be taking starts with its original inventory—denim.
When the first Gap store opened its doors in San Francisco in 1969, the store sold Levi's blue jeans and audio tapes. The denim line grew more and more extensive and has remained a staple of the brand for many years, even serving as a sort of rite of passage for many an impressionable American youth. Now, the label has combined its long-lived knowledge of denim design with a fresher, more current look in the recently launched Gap 1969 Premium Jeans collection. The collection features several different wearable styles from the Always Skinny to the Boyfriend to the Sexy Boot cut. "We started from scratch," Robinson said of the design process that
took over a year in hundreds of factories worldwide. "We literally got
rid of every jean in every store, and now have replaced them with
these." Robinson says the fit of the new collection is what makes the pieces stand out, claiming the $69.50 pairs could rival any designer brand. Robinson himself has been on a nationwide tour of the collection launch, recently converting customers in the likes of L.A. and Dallas simply from having them try the jeans on. "This is what we should be doing," said Robinson. "This is why we're Gap."
Article Source: fashionweekdaily
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