New Gap jeans aim for right price and fit

Charlotte ObserverAugust 13, 2009 

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."

Read the complete story at charlotteobserver.com

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