The Relaunch of 1969 at Gap

Gap creative director, Patrick Robinson, is continuing in his mission to return the iconic American brand to its position as a leader in denim. After a year and a half in the making, Gap's design team, under the leadership of Robinson, revamped the entire 1969 collection to come up with a denim line that would be competitive against premium brands that retail upwards of $150. The line includes an extra long bootcut, skinnies, boyfriend jeans and other popular trends. We wanted to make Gap denim relevant and cool again," says Robinson at Monday's, April 20th relaunch. The line will debut in stores Fall 2009 and will retail at a recession-friendly $69.