Patrick Robinson Nails It
Fresh off a week and a half tour of Gap stores across the U.S., creative director Patrick Robinson was at the Fifth Avenue flagship this morning talking up the brand’s new premium denim. “They’re the best-fitting jeans in the world. That’s a big statement, I know,” he said. Robinson also told us, “They’ll change your life.” Hmm. But it sounds like he just might’ve done the work to back it up. The six new women’s and seven new men’s styles were a year and a half in the making and are designed to put Gap back into the denim game. Once upon a time—before Diesel, Seven for All Mankind, Citizens of Humanity, True Religion, J Brand, etc., etc.—Gap and Levi’s owned it. To get back to that place, Robinson recruited wash experts, incorporated hand details, and retrained the technical people in Gap’s factories. The most important change? “Nailing the fit,” he explained. “I heard over and over again from customers that it’s about fit. If the jeans don’t give her a rock star butt, she’s not buying.” Gap was giving free pairs to blog editors, but the $69.50 price for a pair of Very Skinnys in olive green with riding pant seaming across the thighs was so right, I would’ve happily paid for them.