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Brief Published: 10 Feb 2011

Gap 1969


After months of refurbishment – which begged the question: how long can it take to update a Gap? – today marked the grand unveiling of an entire new concept for Gap 1969’s SoHo store in New York, with a denim focus.

The idea is to go back to the brand's roots and pursue the most hardcore denim addicts, with lots of in-store extras – including iPad styling stations, jeans experts, and an incredible denim wall stocking everything from the expected bootleg to exclusive European and Japanese styles.