DENIM CENTRAL

Gap's 1969 Jeans Shop has changed its relationship status with Los Angeles from "it's complicated" to "in a relationship."

Last fall, Gap debuted its 1969 Jeans Shop as a pop-up store on Robertson Boulevard, figuring an undesigned-looking boutique would showcase the retailer's renewed focus on its core denim collection. The resulting payoff from the buzz was enough for Gap to open a permanent 1969 Jeans Shop on the same stretch of Robertson on Thursday.

The 1969 Jeans Shop store fills out a larger location -- the nearly 2,000-square-foot former Peter Alexander space -- but retains the pop-up shop's layout with a large plywood denim display table and industrial shelves for the denim bar. The larger space accommodates two new fixtures: two mini-shops that flank the entrance featuring selected apparel pairings and a worktable with chalkboard to arrange looks.

Instead of Gap's box logo, a 1969 sign illuminates the storefront with a signature blue rivet inlaid on the sidewalk.

The 1969 Jeans Shop solidifies Gap's return to its roots as a jeans store on San Francisco's Ocean Avenue -- opened in 1969 -- with its new spring campaign focusing on denim-on-denim looks, even for babies.

"Wearing denim on denim is somewhat taboo," says Karyn Hillman, Gap head of merchandising. "Gap is saying it's fashion-right."

For women, the Gap 1969 spring collection features four new styles: a slouchy skinny fit, an "easy" straight leg, a skinny-cropped jean and an ultra-skinny legging (each $69.50). For tops, Gap is pushing chambray or Western shirts (each $59.50) to wear with a denim motorcycle jacket ($69.50), blazer ($88) or vest ($49.50). There is even denim for the feet, thanks to denim flats ($39.50).

Gap 1969 Jeans Shop also carries basics such as pocket, Henley and oversized T-shirts ($19.50), tights ($12.50) and leather accessories such as a hippie-chic fringe bag ($150).

With basic straight and boot-cut fits, men have the option of even skinnier jeans (priced at $54.50 to $88 for selvage denim) to squeeze into, along with chambray or Western shirts in new shades, including a white railroad-striped denim (all $49.50).

The 1969 Jeans Shop also carries the 1969 Baby Gap collection, featuring soft-washed jean overalls and jumpers ($29.50); a 1969 collection for kids debuts in August.

109 S. Robertson Blvd., Los Angeles. (310) 275-1390. 10:30 a.m. to 7 p.m. Monday through Saturday. 10:30 a.m. to 6 p.m. Sunday.

www.gap.com

OPENING

A|X Wednesday: Armani Exchange opens an A|X concept store on Robertson Boulevard in the former Armani Casa location. The 6,600-square-foot, futuristic-looking boutique will feature hand-selected seasonal styles for men and women that include T-shirts, denim, casual dresses and blazers. The location also has an artist exhibition space along with magazines and music for sale.

157 N. Robertson Blvd., Los Angeles. (310) 270-4322. 11 a.m. to 7 p.m. Monday through Thursday; 11 a.m. to 8 p.m. Saturday and Sunday.

www.armaniexchange.com

EVENTS

Champagne & Cupcakes Monday: Copper Willow Paper Studio presents a green bridal showcase featuring eco-friendly wedding providers. Vendors include Annatarian remnant fabric bridal gowns, Culinary Delight organic catering, Puridee sustainable-material bridesmaid gowns and La Bella Gem recycled jewelry. Attendees can win prizes ranging from private Pilates sessions to weight-loss hypnotherapy. Champagne and cupcakes will be served. RSVP to info@copperwillow.com.

8530-B Washington Blvd., Culver City. (310) 836-6004. 4 to 8 p.m.

www.copperwillow.com

SALES

The Colleagues Spring Sale Saturday: Charity shop run by volunteers, with all proceeds benefiting the Children's Institute, is discounting for one day its selection of secondhand designer clothing by 50%. Items include Chanel fashions, evening gowns, jewelry, furs, footwear, accessories, men's tuxedos and ties. The sale also includes home decor and furniture.

3312 Pico Blvd., Santa Monica. (310) 828-1619. 10 a.m. to 2 p.m.

www.thecolleagues.com

max@maxpadilla.com

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