Since Patrick Robinson was hired as executive vice president of design at the Gap two years ago, the line has been trying to reinvent itself, with mixed results.  Trying to stay true to the aesthetic of the traditional Gap that is known for their classic staples, and move towards the modern trends has been difficult.  But this summer, the Gap is upgrading their denim line known as “1969″ (the year the Gap was founded).  This new premium collection previewed this week in New York includes faded boyfriend jeans, rinse wash skinny jeans, vintage looking bell bottoms, and boot cut- all available in dark, medium, and light rinses. Robinson hopes to be able to compete with premium denim companies, who sell their jeans for up to $250.

So why would you buy Gap premium jeans instead of your favorite designer pair? The price! In the 1969 collection, everything is $69! Being such a large company and brand enables the Gap to manufacture premium denim fabrics with detailing at a low cost- an advantage that smaller premium designers lack. Fifty years later, the Gap must be doing something right to still be around!

The new 1969 collection will be available in Gap stores nationwide this July 2009.