We all wear them and can get them practically anywhere (even in vending machines).
Gap, however, wants to claim its piece of the high-end denim market through its 1969 stores, the newest one being on New York's lower Broadway.
The new location, between Spring and Broome streets, houses an oasis of denim styles from the brand's 1969 premium jeans collection for men and women, complementary tops, jackets and shoes, plus styles that will be available only in the 1969 stores, including European and Japanese styles.
The store itself has a clean, bright feel. Denim lines the walls and the back of the store's denim shelves are flanked by greenery for a grounding touch. There is raw wood seating in the center of the store as well as a "bar" mounted with iPads that are preloaded with favorite fashion sites, giving non-shopping sidekicks something to do.
"Our new 1969 store is to basically make our customer feel special while shopping for denim," explained Patrick Robinson, executive vice-president of design at Gap. "We wanted this store to feel like a boutique. Customers should have the option to spend time at our store to pick the perfect fit and browse our iPads.
And for a brand that was founded on denim, it's about time. "Denim continues to be the heart of this brand and our goals will always be to create styles that are modern and sexy for our customer," Robinson added.