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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

(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.”

This product image released by Gap shows a pair of Straight Fit jeans, part of Gap's new 1969 line.
This product image released by Gap shows a pair of Straight Fit jeans, part of Gap's new 1969 line.   (AP Photo/Gap)
This product image released by Gap shows a pair of  Always Skinny  jeans, part of Gap's new 1969 line.
This product image released by Gap shows a pair of Always Skinny jeans, part of Gap's new 1969 line.   (AP Photo/Gap)
This product image released by Gap shows a pair of  Cropped boyfriend  jeans, part of Gap's new 1969 line.
This product image released by Gap shows a pair of Cropped boyfriend jeans, part of Gap's new 1969 line.   (AP Photo/Gap)
Gap jeans with the year 1969 is on display at a Gap store in Palo Alto, Calif., Wednesday, May 23, 2007.
Gap jeans with the year 1969 is on display at a Gap store in Palo Alto, Calif., Wednesday, May 23, 2007.   (AP Photo/Paul Sakuma)
A pair of jeans are seen in a window display at a Gap store August 9, 2007 in San Francisco.
A pair of jeans are seen in a window display at a Gap store August 9, 2007 in San Francisco.   (Getty Images)
Jeans hang from a rack at a Gap store February 23, 2006 in San Francisco, California.
Jeans hang from a rack at a Gap store February 23, 2006 in San Francisco, California.   (Getty Images)
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COMMENTS
Showing 2 of 2 comments
cognitivefilter
Aug 15, 2009 5:14 AM CDT
OH this is great, gap used to have the most ill-fitted jeans...
QueenAlli
Aug 14, 2009 4:51 AM CDT
Their new jeans look great. I wouldn't spend $200.00 on jeans anywat.

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