Gap opens pop-up store in L.A. to unveil new premium denim line

Gap is opening a pop-up store on trendy Robertson Boulevard on Friday to showcase its new line of premium denim.

The denim line, called 1969 Premium Jeans in homage to the year the San Francisco company was founded, is set to officially debut on Aug. 13, though the jeans are currently rolling out in stores nationwide.

Gap executives are hoping the jeans, which start at $59.50, will help the retailer capture a share of the designer denim market, which for the most part has been recession-proof despite prices of more than $200 for a pair of ripped jeans.

The pop-up store, called the 1969 Jeans Shop, is at 108 N. Robertson Blvd. in Los Angeles and will be open until Sunday, Sept. 27. Hours are 10:30 a.m. to 7 p.m.

-- Andrea Chang

Photo: Gap's "perfect boot jeans" in dark wash are part of the retailer's new premium denim line. Credit: Gap

Comments

[Santa Ana Vet]

A "pop up store" is an interesting idea and I was wondering if this is a recent type of marketing? I personally have never heard of this concept. Can anyone in the know shed some light. Thanks.