GAP – 50 years of Denim

GAP is turning 50! To celebrate 50 years of selling premium Denim, the retailer is hosting an exclusive pop-up in London’s Soho, as part of its ‘It’s Our Denim Now’ autumn campaign. Retail Connections headed down there to see what was on offer.

Located at 52 Brewer Street, the store showcases the limited edition 1969 Premium Denim collection that features elevated pieces of today, and the Denim Through the Decades collection, which includes iconic styles from the 70’s, 80’s and 90’s.

Not only that the pop up is also offering unique customisations, including denim tattooing, hemming, and distressing for your much-loved denim essentials. Simply bring in your denim collection and add your own personal touch, free of charge!

GAP has cleverly used the concept of taking something that is already out in the world, prolonging its life, and giving it a new purpose and a new meaning. The pop up inspires shoppers towards the notion of practicing sustainability. Whether it’s a high rise, kick flare, or a classic skinny, jeans are a mainstay item for any wardrobe, which makes it an important place to start on the sustainability mission.

In keeping with the sustainability theme, shoppers visiting the pop up can also attend a series of denim events, in partnership with i-D magazine and Selkie Patterns.

i-D Fashion Editor and Stylist Bojana Kozarevic hosted a lively panel discussion at the beginning of the month on the importance of sustainable fashion, which focussed on the part denim can play as we consume fashion in a more considerate way in the future.

Throughout the month, the retailer has also teamed up with Selkie founders to educate participants on how to embroider their own denim and embellish with simple stitches – to up cycle, hide stains, give new life into old garments.

The workshops are designed to help consumers customise their own denim, aimed at unlocking creativity, and illustrating the sustainable power of denim.

Designer Eleanor Williams is also leading a workshop demonstrating ways customers can give their denim a new lease of life. Eleanor will lean on her experience of using organic, fair-trade plant dyes in her collections and teach attendees how to reinvigorate their wardrobes using Hape Zome and Indigo Shibori techniques.

Founded in San Francisco in 1969 by Don and Doris Fisher, Gap has become an authority on American casual style, selling pieces that are designed to build the foundation of modern wardrobes – with denim, classic white shirts, and khaki. In 1987 the brand opened its first international store in London, and now has around 1,600 company-operated and franchise retail locations around the world.

The store is open from 10am-7pm throughout the month of September, find out more here.


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