San Francisico Gap said Tuesday that in celebration of the one-year anniversary of the launch of its 1969 Jeans line, it will open a new creative design office in Los Angeles -- a first for Gap -- as well as introduce a new fall collection of jeans and launch a digital hub on jeans curated by designers, fashion experts and musicians at Gap1969.com.
In mid-August Gap said it will open its 5,400-sq.-ft. 1969 office in downtown Los Angeles, on Olive and Pico. The new creative offices will house design and merchandising, tech services, wash development and production, and will be run by Rosella Giuliani, newly appointed 1969 creative director.
Over the past year Gap has opened dedicated 1969 stores in New York, Chicago, and Los Angeles. Gap has also updated almost 200 of its stores across the United States to feature a dedicated 1969 destination with styles in one place, merchandised with tops and key accessories that complement 1969 jeans.
The brand also launched a new denim destination site on Gap1969.com, named 1969 Stream and created in partnership with AKQA. The new interactive site offers new denim styles and tips on how to wear and shop for the latest looks. Exclusive content from fashion authorities will be augmented by style communities, bloggers and the opportunity for site visitors to submit photos and comments via Facebook and Twitter.