debuted its 1969 store in New York’s SoHo earlier this week, giving shoppers a dedicated space for the brand’s widely successful “high-end, but low-price” denim line. The first sign that this boutique is independent from its parent? Gap isn’t mentioned in the store name or its branding. Creative director Patrick Robinson wanted a store “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. Expect premium fabrics from Italy and Japan, and more fashion-forward styles not easily found at other Gap outposts. When asked about collaborations, Robinson 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.”
Gap 1969 — 513 Broadway, New York, NY
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.