Gap relaunched its 1969 Premium Jeans line, marking forty years of denim and naming the range after the year the company opened.
What changed in the relaunch
The line was redesigned rather than reissued, with changes made at every level of the garment.
- Fabric, including the premium washes the range was built around.
- Fasteners and closures, which is where denim quality shows most quickly in wear.
- Fit, reworked specifically to accommodate a range of body types rather than a single cut.
- Design and production throughout.
The fit work is the part worth noting. Premium denim of the period was frequently cut for one body shape and sized up and down from there, which is why so many pairs fit at the waist and nowhere else. Designing the range around varied body types was a deliberate departure from that.
The pricing position
The relaunch was priced deliberately with the recession in mind, and Gap’s stated position was that the collection could stand against considerably more expensive premium brands.
That claim is the interesting part of the story. Premium denim had spent the preceding years climbing in price, and a mainstream retailer arguing that its own range matched those brands at a lower price was a direct challenge to how that market was segmented.
The launch event
On 20 August, Gap hosted what it described as the largest acoustic concert nationwide, running across roughly 700 stores simultaneously, with shoppers receiving discounts on denim styles.
Frequently asked questions
Why is the range called 1969?
It is named in honor of Gap’s debut year.
What made these jeans premium?
Premium washes, upgraded fabric and fasteners, and a fit range designed for varied body types rather than a single cut.
This report dates from 2009.
