Jeans that fit properly don't need to cost $100 or more, says Patrick Robinson, Gap head of design. To prove his point, he and a team of designers have spent a year and a half working on perfecting premium denim at a lower price.
Today, the comfy chic clothing chain launches the 1969 Premium Jeans Collection at stores across the country, with prices starting at $59.50.
Over the years denim went from utility to luxury, and he says it was time for Gap to adjust.
"You wear (denim) out on a date, wear it to high-stakes events," he says. "Our entire lifestyle has sort of changed. Gap is a reflection of American culture today. How they live, how they're dressing. We don't want to be about past or about fantasy. About what's going on and what's current."
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