Gap debuted its 1969 store in SoHo today, giving editors a first look at the premium denim shop.
Gap debuted its 1969 store in SoHo today, giving editors a first look at the premium denim shop. The first sign that this boutique is independent from its parent? Gap isn't mentioned in the store name. Creative director Patrick Robinson was there, handing out hugs and a thorough explanation of the concept. "This is truly 1969," he said, "where we can push the extremes of the 1969 brand. It's a whole new elevation of the product." The minimal boutique, complete with an iPad bar and jeans experts, will showcase exclusive denim made for the store, along with hand-chosen styling pieces from the Gap main collection and Gap's core denim collection. Expect premium fabrics from Italy and Japan, and more fashion-forward styles, with Gap prices. Currently, 1969's main focus is the flare, which is also Fab's obsession, with loads of styles and washes. When asked about collaborations, Patrick said they would consider carrying outside brands — "stuff we find and love" — and that collaborations on accessories would happen when they find "interesting people doing interesting things." Get a first glimpse at 1969 and some of the exclusive styles you'll be dying to get your hands on.