New Gap Jeans Compete With Designer Denim

But for about a quarter of the price
By Evann Gastaldo,  Newser Staff
Posted Aug 14, 2009 11:43 AM CDT
This product image released by Gap shows a pair of Straight Fit jeans, part of Gap's new 1969 line.   (AP Photo/Gap)
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(Newser) – Gap is taking on the reigning kings of designer denim with its new jeans revamp in an effort “to reinvent Gap as a place of authority on denim,” the company's president says. Gone are the old designs—all of them. In their place are six new styles that include features normally seen on more expensive duds—think $200; Gap’s run $59.50. Was the reboot successful? Fortune’s Suzanne Kapner thinks so.

Gap interviewed 1,000 women and learned their single biggest concern was, “Do these jeans make my butt look good?” one designer says. The result, Kapner writes: Jeans with “nice and soft” washes, great “stitching and detailing,” and a “really figure-flattering” fit. Her favorite new styles? The “always skinny” and the “sexy boot.”