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Gap Looks to Boost Its 1969 Brand

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    NEWSLETTERS

    While Gap's 1969 offshoot has of late focused on its premium denim as a way to re-center Gap's branding around an American essential -- jeans -- the label is launching a series of candy-colored khakis called "denim washed" for spring.

    In a release, EVP of design Patrick Robinson said the team had "redefined" Gap's khakis "by treating them exactly as if they were denim."

    The move reflects a larger growth strategy for the brand, WWD reports, centered around creative director Rosella Giuliani, who's been tasked with the complex task of keeping Gap at the forefront of a competitive, saturated denim market. (A task that, according to the WWD report, is viewed as "essential to lifting store performance."

    Giuliani's strategy apparently includes launching a lot more variety in the brand's denim, from capris and seriously short shorts to more color variety -- especially a focus on white for spring and summer. And, of course, now "denim washed khakis," which are hitting Gap stores and online this week.