Gap Celebrates its New 1969 Premium Jeans, which were "Born to
Fit," and Encourages Fans to Declare What They Were Born to do with
an Interactive Facebook Gallery, StyleMixer iPhone App, Pop-up
Shops & the Nation's Largest Simultaneous Acoustic Concert at
more than 700 Gap Stores Across the Country SAN FRANCISCO, Aug. 13
/PRNewswire/ -- Gap jeans were born to fit, what were you born to
do? Today, Gap officially launched its all-new 1969 Premium Jeans
starting at $59.50. With 40 years of denim experience under its
belt, Gap is confident its fresh, new collection with reinvented
fits and styles can stand up to more expensive premium brands, but
at a price point consumers can afford. Bottom line - Gap's new
denim was born to fit. In the same thread, Gap is encouraging fans
to reach back to their roots and declare what they were born to do.
To view the Multimedia News Release, go to:
http://www.prnewswire.com/mnr/gap/39686/ (Photo:
http://www.newscom.com/cgi-bin/prnh/20090813/NY61045 ) In
celebration of the new denim collection and its 40th anniversary,
Gap is encouraging fans to express their personal style and
proclaim what they were born to do through an interactive Facebook
gallery, StyleMixer iPhone app and jeans pop-up shops. Gap is also
hosting the largest simultaneous acoustic concert nationwide at its
more than 700 stores on the evening of August 20th. Musicians
across the country will showcase what they were born to do and
shoppers will receive discounts on their favorite denim styles.
"Forty years ago, Gap started exclusively as a jeans shop in San
Francisco. Denim is our birthright and to celebrate we are reaching
back to our roots and leveraging our extensive experience to
reinvent an American classic with our new 1969 Premium Jeans -
fresh and modern for today's style," said Marka Hansen, president
of Gap North America. "Denim is such a foundational part of any
wardrobe, but traditionally premium jeans have not been accessible
to everyone. We created this new collection to fill the gap -
delivering superior fit, finishes and detail at a truly affordable
price point." Born to Fit: The 1969 Premium Jeans, named in honor
of Gap's debut year, were completely reworked and redesigned at
every level -from design and fit, to fabric, fasteners and
production. The new collection was created with a major focus on
fit, premium washes and styles that accommodate different body
types. "Denim is so personal and these days it can be styled for
just about any occasion - to the office, on a first date or for a
special event," said Gap's EVP of Design, Patrick Robinson. "Our
goal in reengineering our denim 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."
Featuring 12 core fits for women and men, the new premium jeans
include classic rinses in hues from the darkest ink to light,
distressed finishes. Women's fits include: Always Skinny, Real
Straight, Sexy Boot, Long and Lean, Curvy, and Perfect Boot. Men's
fits include Straight, Authentic, Standard, Boot, Loose, and Easy.
Additionally, Gap is introducing two fashion favorite fits, the
Boyfriend for women and Skinny for men. The 1969 Premium Jeans were
made under the strict guidelines of Gap Inc.'s Clean Water Program,
which requires that all Gap Inc.-contracted denim laundries treat
wastewater to ensure it's safe and clean for local communities. Gap
Inc.'s Clean Water Program, one of the first of its kind in the
apparel industry, was established five years ago based on clean
water standards developed by BSR (http://www.bsr.org/), a global
business network and consultancy focused on sustainability. Born to
Share Online: Interactive Facebook Gallery Gap transformed its
Facebook Fan Page into the ultimate jeans destination. Visitors can
check out the 1969 Premium Jeans and participate in the interactive
Born to Fit campaign - one of the most robust consumer experiences
to-date on Facebook. Launching today at BorntoFit.com, the
experience, designed by AKQA, includes: -- A Born to Share
interactive gallery with pictures of Gap fans telling the world
what they were born to do. Visitors can participate by creating and
uploading their own "born to" expression. -- A virtual, moving
runway where fans can watch models sport each fit in three
different ways. Visitors can click through to Gap.com and purchase
their favorite outfits. -- A Fit Spotlight where users can explore
the jeans up close and hear commentary about each of the styles
from Gap's head designer, Patrick Robinson. -- A video of Rada
Shadick, Gap's Fit Engineer, discussing the craftsmanship and
details of the new jeans. To provide inspiration, Gap has enlisted
celebrities, musicians, entrepreneurs and style-makers to declare
what they were born to do, featuring: -- Anni Rossi, a young
singer, violinist and keyboardist from Minnesota who was born to
play. -- Tom Szaky, a young Harvard drop-out named the "No. 1 CEO
Under 30" by Inc. Magazine in 2006 [beating Facebook's Mark
Zuckerberg] for his work as co-founder of TerraCycle, Inc., the
world's first products made from and packaged in waste, who was
born to inspire. -- Ebon Moss-Bachrach, a stage and screen actor
known for The Lake House, John Adams and most recently The Marc
Pease Experience with Ben Stiller and Jason Schwartzman, who was
born to be curious. -- Melissa Kushner, founder and executive
director of Goods for Good, a non-profit organization that provides
essential goods to children in Africa, who was born to do good. --
Eisa Davis, a Pulitzer Prize-nominated playwright, actor, singer
and songwriter known for writing Angela's Mixtape, who was born to
do it all. -- Anna Gaskell, an American photographer from Iowa who
has participated in Moving Pictures at the Solomon R. Guggenheim
Museum and Guggenheim Museum Bilbao, was born to embrace
uncertainty. -- Alessandro Nivola, an American actor from
Massachusetts known for roles in Best Laid Plans and Jurassic Park
III, who was born to take risks. -- Sonya Walger, a British actress
known for her role on HBO's Tell Me You Love Me and the star of
ABC's new series Flash Forward, who was born to feel. -- Cassidy,
actress, songwriter and former lead singer of female rock quintet
Antigone Rising, who was born to empower. Videos were created by
Late Night & Weekends. StyleMixer iPhone App Gap is also
introducing the free StyleMixer iPhone app, designed by AKQA. The
social shopping app enables users to mix and match clothes, find
inspiration, get advice and more. StyleMixers can organize outfits,
get feedback from Facebook friends and the StyleMixer community,
integrate images of clothes from their own closets and get ideas
from other community members. Leveraging a somewhat untapped iPhone
technology, the app unlocks special denim discounts when users are
near a Gap store. Born to Share in Stores In-Store Parties
Enlisting musicians across the country who were born to perform,
Gap is hosting the nation's largest simultaneous acoustic concert
at its more than 700 Gap stores on the evening of August 20th. A
handful of Gap stores in New York, Los Angeles, Chicago, San
Francisco, Nashville and Minneapolis will be hosting special
events, with well-known artists such as Marc Broussard, Cassidy,
Single File, Matt White and Parachute. In-store parties take place
from 7:00 to 9:00 p.m. local times where shoppers will receive $20
off their favorite jeans and an additional 15 percent off their
entire purchase. Gap rounded up more than 700 musicians nationwide
to perform and is offering free jeans for their participation.
Additionally, one lucky performer will win a recording session with
music legend, John Alagia. Gap will also be awarding its dedicated
employees with 50 free downloadable tracks from each of the 700+
bands performing. LA & NYC 1969 Jeans Shops In addition to the
in-store concerts, Gap has also opened its 1969 Jeans Shops on Los
Angeles' Robertson Blvd. and New York City's 5th Ave, open now
through September. In addition to showcasing the new denim
collection, the NYC 5th Ave. shop brings the interactive Facebook
experience to life in-store. Shoppers can pick up their "born to
fit" jeans, watch "born to fit" influencer videos and record and
upload their own video to the gallery. The Robertson Blvd. shop in
Los Angeles also features the new 1969 Premium Jeans plus hand
selected pieces from Gap's new fall line, including the Shrunken
Schoolboy Blazer, the Zip Leather Jacket and the Boyfriend Chambray
woven shirt. To celebrate the opening of the Los Angeles shop,
Patrick Robinson hosted a celebrity launch party DJ'd by Joel
Madden of Good Charlotte. The Los Angeles Jeans Shop, situated
across from renowned celeb-den The Ivy, is unique for Gap because
they are establishing a presence on Robertson Blvd. among some
high-end shops where premium denim goes for more than twice as
much. The "Born to Fit" campaign, developed by Laird + Partners, is
running in-cinema nationwide and in current and upcoming issues of
national magazines including Vogue, Vanity Fair, Elle, Harper's
Bazaar, InStyle, US Weekly, People, Interview, Nylon, GQ and
Rolling Stone. It is also running in the New York Times, New York
Post, and online at the new Coco Perez, Facebook, Sugar.com,
Polyvore and Thrillist. Billboards and wild postings can be spotted
in New York, Los Angeles, San Francisco and Chicago. About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing,
accessories and personal care products for men, women, children and
babies under the Gap, Banana Republic, Old Navy, Piperlime and
Athleta brand names. Fiscal 2008 sales were $14.5 billion. Gap Inc.
operates more than 3,100 stores in the United States, the United
Kingdom, Canada, France, Japan and Ireland. In addition, Gap Inc.
is expanding its international presence with franchise agreements
in Asia, Europe, Latin America and the Middle East. For more
information, please visit gapinc.com. Press Contacts: Julia Burgon
SS+K for Gap 212-419-3331 Kim Terry Gap Marketing + PR 415-427-4844
http://www.prnewswire.com/mnr/gap/39686DATASOURCE: Gap Inc.
CONTACT: Media, Julia Burgon, SS+K for Gap, +1-212-419-3331, ; or
Kim Terry, Gap Marketing + PR, +1-415-427-4844, Web Site:
http://www.gapinc.com/
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