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Money & Company

Gap opens pop-up store in L.A. to unveil new premium denim line

By Andrea ChangStaff Writer 
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Gap is opening a pop-up store on trendy Robertson Boulevard on Friday to showcase its new line of premium denim.

The denim line, called 1969 Premium Jeans in homage to the year the San Francisco company was founded, is set to officially debut on Aug. 13, though the jeans are currently rolling out in stores nationwide.

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Gap executives are hoping the jeans, which start at $59.50, will help the retailer capture a share of the designer denim market, which for the most part has been recession-proof despite prices of more than $200 for a pair of ripped jeans.

The pop-up store, called the 1969 Jeans Shop, is at 108 N. Robertson Blvd. in Los Angeles and will be open until Sunday, Sept. 27. Hours are 10:30 a.m. to 7 p.m.

-- Andrea Chang

Money & Company
Andrea Chang

Andrea Chang is a wealth reporter for the Los Angeles Times. She was previously a Column One editor, the deputy Food editor and an assistant Business editor, and has covered beats including technology and retail. Chang joined the paper in 2007 after graduating from the Medill School of Journalism at Northwestern University. She grew up in Cupertino, Calif.

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