1969 Comes To The 212
“We built this store for people to interact,” Patrick Robinson says of The Gap’s new 1969 shop in Soho, the retailer’s second standalone boutique (following an L.A. store) for its premium denim line. “The dressing rooms face each other, because customers are networking while they try on jeans. They want someone to tell them their ass looks great.”
If it does, it’s largely thanks to Robinson’s efforts over the last few seasons to modernize and update his denim offerings, creating new styles and hunting for premium fabrics to use exclusively in the 1969 range. For Spring, that includes high-rise trouser jeans and bootcut styles for women, and some seriously skinny pants for men, all priced—understandably enough—around $69. The look is a little more forward than The Gap’s standard collection. “There’s just a little bit of separation here with special fits and new ideas for the denim crazy people,” Robinson explains. The store will stock jeans previously only available in Europe and Japan, and up next, accessories, sexy blouses, and leather pieces. Woman cannot live on denim alone.
As for those store-sponsored interactions—they don’t stop at the dressing rooms (or at the ass). The 1969 shop will have an iPad station for customers to get styling ideas for their new jeans or update their Twitter status.
The Gap’s 1969 Soho store is now open at 513 Broadway, NYC, (212) 431-2686.