September 3 2014

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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.

Photo: Courtesy of Gap



  1. lshames says:

    Just bought a pair yesterday and agree! I was wondering when someone would write about these. I’ll be back for more.

  2. georginacookie says:

    Fit is sooo important, I have been attracted to some of the gaps new stuff but have found the fit to be quite terrible. Its easy for designers to create collections that are on trend and look good in campaigns, but the design focus is lost in the fit. Why do European companies have a better fit ? Are all American fit models olympic swimmers ? So please Mr. Robinson, don’t sign off on your designs until they are fit approved to your standards. You will have a lot more happy customers, we would rather spend our cash in the Gap, than Zara and H&M.

  3. 28crash says:

    I have fallen back in love with the Gap ever since Patrick Robinson took over. Epic win.

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